Email Marketing: The Donation Email


Your mission, should you choose to accept it…

Hi and welcome to August’s lesson: Email Marketing: The Donation Email. This month we are learning how to write a donation email and where it fits into our email marketing strategy.


What is a donation email? 

A donation email is an email that solicits donations for your organization. It is typically shorter than an appeal letter.


Why you need to do it:

Asking our email subscribers for donations has many advantages. First, you may only have an email address for the donor so this may be the only time you are able to ask for the donation. Email is also cheaper than postal mail so there may be times you need funds but can’t afford the cost of mailing. Email can also be faster. An hour or two is all that is needed to craft the letter, edit, and hit send.  Studies also show that people donate about 35% more online than by any other means. It’s thought that the ability to delay actual payment through a credit card plays a factor.  


What you actually need to do:

Action Steps:

  1. Watch the video.
  2. Review the Appeal Letter Lesson (October 2020).
  3. Download the Implementation Guide.
  4. Create your donation email. 

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