I got a couple more email appeals yesterday from local organizations. One made a big mistake that I wanted to share with you so you can avoid it.
Overall, it was a good email appeal – photo, update on a couple of accomplishments for the year, reminder that year-end gifts are due this week, link to the website for the Donate Now button… then they also asked for me to participate in an event.
It’s a huge mistake to ask for multiple things in an appeal. You run the risk of people being torn about which thing to respond to. Ask for one thing and one thing only. Make it very simple and very clear what action you want the donor to take. Otherwise, you may be disappointed with the response you get.