Getting the visit. Tip #3. Be brief.

Dec 19, 2017

If you wish more donors would respond to your emails, we are here for you!

Here's tip #3 to write an email to get more visits.
(If you missed the first tips - Look for the Hook and Connect vs. Convince, you can find them here on the blog.)

When you write your next email:

Get to the Point: Be super brief. Say what you mean.

That's it.

But brevity is not easy.

In school, I added ridiculous amounts of redundant sentences and adjectives to essays to beef them up to the "1000-word" mark.

Donor emails are the anti-essay!

Make it phone-readable: More than half of all email is read on a phone.

If you're like me, you scroll to see how long an email is before you even read it.

Less scroll means it'll take less time to read, which boosts your chances of getting a response.

Here's your challenge for less scroll:
Use 4 sentences.

1. Intro: Hello from KU, Susan!
2. The Hook: Your 25-year career at Microsoft is inspiring!
3. Connect: I'd love to learn more about your journey from Lawrence to Seattle...

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Getting the visit. Tip #2. Connect vs. Convince.

Dec 11, 2017

If you wish more donors would respond to your emails, we are here for you!

This is tip #2 to write an email to get more visits.
If you missed the first tip - Look for the Hook - you can find it here.

Think about this when you write your next email:

Connect vs. Convince: It can be so easy to fall into the trap of including links, facts, figures and stats in the hope of educating someone into meeting with you.

But, what are the chances someone will actually click on those links?

Will they actually read an attached one-pager or brochure?

If they do click on a link, will they come back to your email and actually respond?

For years, as a higher-ed fundraiser, I wrote email novels.

I included quotes from faculty, links to student stories and bulleted "fun facts" about new programs.

I labored over those emails. The results? 1 visit for every 10 emails.

When I finally realized that...um, I would never respond to one of my own damn emails - why would anyone else?

I refocused with the goal...

Continue Reading...