As any Professional E-Mail Marketing Service will tell you, email has its own set of metrics. First of all, you need to keep in mind that e-mail is always lower than direct mail. It is, however, still profitable as there are no printing or postage charges. Too, seldom will an email campaign yield “monster” gifts, as the largest we have seen were between $1000 - $2000 each. Keeping this all in mind should allow you to ensure that your expectations are within the parameters of not only possibility but probability, allowing you to view the results with realistic insight.
Just as in any mode of fundraising, you must remember that “people give to people” more than organizations. As a result, you want your e-mail to come from your chief fundraiser, such as your CEO or pastor. Have the email look like a letter and be personalized. “Dear Fred” goes a lot farther than “Dear Friend.”
To “enhance the chance” of filling your coffers via an email campaign, you need a substantial e-mail list. As a result, you may need to go an E-Mail Marketing Company and spend some money to help bolster your list. Do know that a really small list can be cost prohibitive for using HTML, and you may want to employ TEXT as a result.
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