THESE ARE A FEW OF MY FAVORITE THINGS

🎵 Raindrops on roses and whiskers on kittens /
🎵 Bright copper kettles and warm woolen mittens

And also, email subject lines that SHINE for donors, get opens, and grow generosity.

Three of my recent faves:  

What has six legs and an irresistible aura of romance?
(Got me to open this adorable, oddball Valentine’s appeal from the Bronx Zoo.)

Sarah, you are AMAZING ❤️
(Made me feel good + open a stewardship email with this sweet video from Human Rights Campaign.)

Christmas cheer is in the air!
(Grabbed my attention in the scorching TX summer, leading me to open a feel-good “Christmas in July” appeal from Mobile Loaves & Fishes... to help an unhoused neighbor get into their own home by Christmas morning.)

These win by surprising and delighting.
By being personal, accessible, and conversational.

On the flip side, these subject lines broke my fundraising heart:
Names omitted to protect the innocent.

We need to raise $10,625 this month
(Hmm. Sounds like a you problem, not a me problem.)

[FNAME], all the best in 2024
(Failing to know my name is not the best.)

Impact Report 2023
(Just no.)

These lose by centering the organization instead of the reader. By being dull as dirt. And by not testing or troubleshooting (well-intentioned) functions like personalization.

And YES, subject lines matter a whole bunch. Because email is essential to your fundraising success. And an email that doesn’t get opened is an opportunity down the toilet.

Feathr’s 2024 State of Nonprofit Marketing report reminds us yet again that email copy deserves your investment:

💡 4.3 billion people use email daily.

💡 Email is the #1 channel nonprofits count on to connect with supporters.

💡 Email is the #1 channel nonprofits are investing in.

Email is your fundraising bestie, when used with skill, heart, and creativity. And it all starts with a subject line.

If you’re stretched thin and could use expert, empathetic help with that… let’s chat.