Thursday August 1- tip 214

Hi !

Please put on your donor cap for today’s tip. I’m going to share with you an email from the American Kidney Fund. I’ll share it in three parts because it’s long. I have a question for you after part three.

The email opens with this:

I love the image and the fact that they used 3 kids to match the triple impact. Donors now have a face and a name of the people their gift will impact. Excellent! The email continues:

Matching campaigns work- more donors give more money. I like the above for both its use of icons and showing the triple impact of a gift. Let people know what their gift will accomplish! The email ends with this:

Here’s why I asked you to don your donor cap. Does the above verbiage encourage you to want to give or potentially put you off?

Is the fact that they’re “the best at what we do” (which is part of what I think it’s trying to say) a good selling point or would this turn someone off (there’s space for other organizations to help those dealing with kidney disease)?

I’d love to hear your thoughts! Please hit reply and share your insights. I’ll compile them and share them in a few weeks.

Looking forward to hearing from you!

Ephraim Gopin
Nonprofit email expert and strategist
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