FundRaising Success

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Editor-in-chief

Outrageous Hope

By Margaret Battistelli

About Margaret

Margaret's life in six words: Bountiful blessings, glorious chaos ... glitter included. 

Margaret has been with FundRaising Success since its inception in 2003. Before joining the magazine as its founding editor, she was an editor and writer for America Online; published PhillyFeast, a monthly magazine about food in and around Philadelphia; and held chief editor positions at a variety of newspapers and magazines in the Philadelphia area. She is a graduate of Temple University in Philadelphia. Contact her at mbattistelli@napco.com.

 

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Do Your Subject Lines Shine As Much As Your E-mail Content?

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You're no doubt aware that 22 percent of online giving this year will happen on Dec. 30 and 31. So those fundraising e-mails you send out over the next few days are crucial. You probably have slaved over them, considering every last word carefully. And they probably shine.

But what about those subject lines? Fundraising coach Marc Pitman reminds readers of his Fundraising Coach blog about the importance of subject lines. After all, no e-mail is powerful enough to move someone to donate to your cause without even being opened! Check out Marc's words of wisdom here.

 

 

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COMMENTS

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Most Recent Comments:
Jon Biedermann - Posted on January 06, 2011
Hi Margaret,

I'm pretty sure that the 22% figure of online giving for an entire year happening on 12/30 and 12/31 is not correct.

If you look at the report itself, it says that 1/3 of giving happens in December. That would mean that for 22% of all giving in a calendar year to happen on the last two days, December 30th and 31st, then these two days would have to account for at least 66% of December online giving.

But that's not true. On Page 14 of the report (http://www.fundraising123.org/files/Community/Online_Giving_Study_2010R.pdf), you can clearly see that online giving the last two days make up 22% for the MONTH of December, not the year.

In reality, it would appear the last two days make up a more modest 6% of fundraising for the entire year- not 22%.

Perhaps I am missing something?

-Jon

Jon Biedermann
DonorPerfect Fundraising Software
http://www.donorperfect.com
Click here to view archived comments...
Archived Comments:
Jon Biedermann - Posted on January 06, 2011
Hi Margaret,

I'm pretty sure that the 22% figure of online giving for an entire year happening on 12/30 and 12/31 is not correct.

If you look at the report itself, it says that 1/3 of giving happens in December. That would mean that for 22% of all giving in a calendar year to happen on the last two days, December 30th and 31st, then these two days would have to account for at least 66% of December online giving.

But that's not true. On Page 14 of the report (http://www.fundraising123.org/files/Community/Online_Giving_Study_2010R.pdf), you can clearly see that online giving the last two days make up 22% for the MONTH of December, not the year.

In reality, it would appear the last two days make up a more modest 6% of fundraising for the entire year- not 22%.

Perhaps I am missing something?

-Jon

Jon Biedermann
DonorPerfect Fundraising Software
http://www.donorperfect.com