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  Get Action Potpourri

Canadian FundRaiserGet action - inspire e-mail readers to take the next step to web site

Sending an eMail with no links to follow is like mailing a direct mail appeal without enclosing a reply device or return envelope. Costly.

EMail fundraising only works when you inspire donors to go online. Online is where you get their donation. Online is where you secure their advocacy. Online is where you encourage their involvement. That’s why your eMail appeals, alerts and newsletters must give donors something to do, and must give them somewhere to go to do it. That place is your web site.

Web sites alone might raise some funds but they won’t build relationships. And eMail letters might inform donors but they won’t advance your cause unless you drive those donors to your web site to act.

MADD does it well

The easiest way to show you what I mean is to show you how Mothers Against Drunk Driving does it. Its eMail newsletters are filled with links.

Down the right side of each eMail donor newsletter is a simple, vertical navigation bar that looks like this:

By making a donation today, you’re making a difference for tomorrow. More>>

After the crash, there’s the impact. MADD is here to help you. More >>

Learn what simple things you can do to help save lives and prevent injuries. More >>

Share the latest news with your family and friends. More >>

Why this is effective:

1. It’s strategic. MADD has a three-fold mission: Activism, Victim Services and Education. These simple, consistent links in every newsletter advance that mission by encouraging subscribers to speak out (Take Action Today!), help victims (Victim Services) and educate others (Forward to a Friend).


2. It’s donor-centred. Notice that every one of these four links speaks directly to “you”, the donor. “You” are making a difference. “You” can save lives. MADD is here to help “you”.

3. It teases. Each link tells you just enough to understand what lies on the other end of that “More >>” link, but no more. You must click the link to satisfy your curiosity.

4. It stresses action. Three of the four links contain active verbs. “Help support”, “Take action”, “Forward”. In direct mail we call this the “call to action”. It calls the reader to act. The quickest way to encourage your donors to donate, sign a petition, take a survey or simply read more is to command them to do so.

To see what this entire eMail newsletter from MADD looks like, visit: www.raisersharpe.com/z/madd.htm.

For further information: Alan Sharpe, President, Raiser Sharpe, 38 Wethered St., London ON N5Y 1G9, 877/742-7732, alan@sharpecopy.com, www.raisersharpe.com.

Canadian FundRaiser
Canadian FundRaiserSince 1991, the Canadian FundRaiser™ newsletter has been updating nonprofit managers twice-monthly on news, trends, tips and analysis of developments in the fields of fundraising and nonprofit management.

Our service, originally simply a twice-monthly newsletter, has expanded over the years to include workshops, books, back-issue search and Special Advisories for our member/subscribers. And the complete package is now the Canadian FundRaiser™ Nonprofit Sector Management Information Service.

Current Members can search back issues here, renew their Membership, or correct their address information in our secure files.

Through the generous support of a number of Supporting Sponsors, at the head of them our Lead Sponsor, UNxVision Internet Fundraising Solutions, we have avoided price increases for many years, and been able to provide some services at no cost.

Please take a look at the current issue of Canadian FundRaiser™ eNews, and if you haven’t done so already, sign up ­ at no cost ­ to receive future issues. Visit our Key-To-The-Sector Workshop Centre. Ask about Advertising & Sponsorship opportunities. Or send us an article suggestion. We’re waiting to hear from you.

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