Why E-mail Isn’t Direct Mail on the Computer
Melissa Weigel, Account Coordinator, S&W Direct
August 2009

In 2008, nonprofits raised more than $12.5 billion online (about 5% of contributed dollars — up from about 0.1% just 10 years ago). And, online giving is holding up even in this economy.

As online fundraising grows, it’s more important than ever to effectively communicate your messages. While it may be tempting to simply post your direct mail appeal to your website or send it as an e-mail solicitation, this isn’t an effective tactic for grabbing people’s attention and raising money online.

The following are six strategic recommendations that are proven to work for online fundraising — keep these in mind as you reach out to your online constituency.

1. Don't Over E-mail

Although many fundraising professionals say you can never send enough mail to your donors, you can over e-mail, especially when soliciting funds. Send too many e-mails and the number of people who actually open them will plunge, and more and more people will opt-out of receiving your e-mail communications at all.

When donors complain that they are being over-emailed, they are usually reacting to receiving too many overt donation requests. Build your online communications plan first around e-mails designed to steward and cultivate donors.

2. E-mails should be "TRU" — Timely, Relevant and Urgent

Nearly half of online gifts are made in November and December, with a majority given during the last week of the year. Take advantage of this trend by building an aggressive online solicitation campaign at the very end of the year.

Throughout the rest of the year, you will need to create the same type of urgency and relevancy that year-end naturally provides. Look for opportunities to create urgency by creating a fundraising goal with a deadline, offering a matching gift opportunity or connecting your appeal to a related news item.

3. Create a Cohesive Campaign

Asking for money shouldn’t always be the primary reason for sending an e-mail to your donors. E-mails should be part of a bigger marketing campaign.

4. Testing is Paramount — test everything!

Test subject lines, from lines, length of the e-mail and placement of links to find out what works for your online community!

5. It’s Called Spam for a Reason

No one likes to receive unsolicited e-mail, so you’ll need to collect e-mail addresses in organic ways: on your website, through search engine marketing, e-appends (but use these wisely!) and of course on your direct mail and other printed pieces. Offer a benefit that will encourage people to give their e-mail addresses and ultimately give to your cause when they are asked to do so.

6. Versioning is Cheaper (and more important!) Online

People give online for a variety of reasons...so use that to your advantage! Customize your e-mail content so that people will read what they are particularly interested in and, hopefully, give for that reason.

Donors cultivated through multi-channel marketing are the most valuable donors an organization can have. But it doesn’t happen automatically. You have to work to move your constituency to become multi-channel donors by offering timely and relevant communications customized to their interests.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.