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We asked an expert for his top 10 tips on the nuances of email marketing for nonprofits and ways to increase conversion rates. One simple change he made lifted response 66%. Nonprofit organizations have different relationships with their members than businesses do with their customers. Those differences need to carry over into their email programs.“Part of the whole overall fundraising program is realizing that your newsletter that’s keeping people aware of your activities is really fundraising. Nobody will consider it that, but it really is the cultivation side of a fundraising program, not just asking for money once a month,” says Jeff Herrity, Internet fundraising professional.
When your list is ready for an appeal — or a donation request — Herrity follows a long list of best practices he has developed over the years for clients, including Amnesty International and the American Red Cross.
Here are his top 10 tips for putting together an email fundraising campaign:
The Email Itself
-> Tip #1. Put your request in the subject line
No other fundraiser brings a community closer together than a discount card fundraiser does. Aimed at attracting residents within the neighborhood of your school, discount card fundraisers serve another purpose besides helping your cause; they assist in the development of a sense of community between all parties involved: you, your supporters and your sponsors. 
It wasn’t too long ago when fundraising just involved car washes and magazine sales. After the internet revolution of the past decade, things have changed, and a brave new world is available for fundraising. Online fundraising comes with many benefits including a worldwide reach, instant communication via email, and more choices than ever before.