You've Got Mail 🫣

Thankful to my dad, Paul Fridenmaker, for contributing to The Breakthru Blog this week...

I am a fundraiser for Opportunity International (OI).  Our organization serves millions of people around the world, helping families build sustainable livelihoods and educate their children.   Not long ago we completed an incredible project which helped many people discover how to work their way out of poverty - I was excited to share this story with the donors under my care.  I wanted them to hear all about it and spent several hours composing an email that detailed the project from beginning to end - a bit over one page.  I believed it was a good email and was excited to follow up with folks, inviting them to give as we moved ahead with this extraordinary initiative.

I sent the email, waited a few days, and began to follow up with my donors. (My caseload is primarily mid-donors who give from $250 to $7500 per year)

I worked my way through the list, leaving several voicemails before I was finally able to talk with a donor. “I hope you have had the chance to read my email,” I said.

His response was, “Yes, I saw the email, how long it was, and deleted it. I know what you guys do. I am on board 100%.  Why should I read what I already know?  I plan to make my gift by the end of the year.”

It wasn’t that he didn’t care, there was simply no desire to read a long email*.

Here’s what I learned through this experience:  

• The best email ever written will have no value if it is not actually read by the recipient.  Less is more.  Sometimes donors only want a sip of water, and we bring them a five gallon bucket!
• I began sending brief emails, sometimes just a short paragraph, seeking to elicit interest and invite questions.

By implementing those two simple things, I discovered that emails were being read and donors often asked questions, allowing me to share more details.  Many times they would ask something that was not addressed in the email…perfect!

Good things happen when we enter into conversation.  Set your emails up for success and prepare to have some meaningful, productive interactions with your donors.

* Note: Sometimes your donors (mid and major) enjoy reading more in-depth emails.  When you know who those individuals are, you can design emails accordingly.

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‍I look forward to hearing about your good work.

Blessings,