Here’s a bit of fundraising wisdom found in an unexpected place.
It’s from a musician named Gabe Anderson who is writing about emails that musicians send to their fans. But what he’s saying absolutely applies to a nonprofit’s email strategy:
Shorter emails, sent consistently, sustain connection much better than one long one every few months.
Packing an email with links and offers and stories and updates and discount codes is too much… all under the idea ‘we’ll make up for our lack of consistent communication by sending out an email that includes everything because it’s really important that they know everything.’
The solution is to send more emails… to people who look forward to getting emails from you… and then don’t overwhelm them with long paragraphs and links.
You don’t usually enjoy getting long emails either.
The lesson, as always: never go dark. It’s a generous act to show up regularly in your donors’ lives!
h/t to Josh Alcorn for the idea for this post.