How is an Email different from a Fundraising Letter?

It's a speech! It's a thesis! It's a newspaper article!

NO! It's an EMAIL - a personal message to ONE person from ONE person, that is as SHORT as possible and FOCUSES on one key important action item.

If you've sent out fundraising appeals or marketing messages via Email and they haven't worked, the first place to take a good, hard look is your copy. Just in the past month I've received:

• An Email that was an actual 4-page fundraising letter, simply pasted into an Email.
• An Email that was addressed, "Dear Members". Love that personal touch!
• An Email that had 6 different action items, and urged me to do ALL of them.
• A fundraising Email whose subject line was, "FREE! Check it out NOW!" - which just happens to be very similar to the subject line of a current virus sent by Email.

Your donors or customers want the same thing from their important Emails that you do - brevity, simplicity, and purpose. They want to know YOU wrote to them - not some huge impersonal "xxxgroupxxx Website" - and that you wrote directly to each one of them. And they want to be able to read it quickly, find something that interests them, and find out exactly what they need to do to fill the need you have - you hope - created in their hearts and minds.

Warfield & Walsh helps non-profit and political organizations craft EFFECTIVE Emails for fundraising and grassroots action. Want proof? Send us your latest Email and we'll critique it and rewrite it FOR FREE. If you like what you see, our fees are reasonable and affordable. For your FREE critique, forward your Email to me at comments@warfieldwalsh.com.

Thanks for reading, and visit us again soon.

W. Brian Walsh
President
Warfield & Walsh, Inc.