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Fundraising events

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 Step Out for Starlight - a national fundraising event

 Using e-mail in fundraising

 
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Using email as a fundraising tool

E-mail is a very powerful communication tool for two main reasons.

  • It is extremely cost effective
  • It is very personal
Because people receive so much stuff via e-mail and because it is quite personal, it is important that the professional fundraiser makes sure that any e-mails sent out are:  
  • to the point
  • relevant
  • informative.

Sending out non-targetted e-mails will only annoy and confuse the recipient, especially if they are also receiving hard copy through the post.

Therefore suggestions are:

Decide what you want from use of your e-mail - E.G.  

  • reduction of cost (e.g. do you want to stop sending out your newsletter and send it via e-mail or do you think that would stop the individual reading your material
  • Donation - are you trying to extract a donation when you send an e-mail
  • Information - do you want to get information from your donors (e.g. who they work for, any ideas they have)
What are you really going to use e-mails for.  Most people are very quick to know whether there is scam going on, or some hidden agenda, so be upfront.  What you don't want is to loose your e-mail contacts because you haven't thought the process through.

E-mail is a great tool, when used carefully to get donors more involved in the organisation.  Targetted correctly they can be used effectively to create 'communities' (e.g. all you London marathon runners being contacted with information or tips, or good luck messages etc etc).  People seem to be far more open and friendly when talking via e-mail so use this with your individual donors (especially events and annual fundraising).
 
 
 

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