Fundraising Email Marketing Insights from M+R

One of my favorite marketing and communications subject matter experts. Very easy to follow with clear observations. A couple of cool insights:

Fundraising emails identified as being urgent — whether that urgency was driven by a campaign deadline, breaking news, or just using urgent language (e.g. “right now,” “don’t wait,” “crucial moment”) — tended to get more clicks than fundraising emails without this language.
Emails sent from a person (e.g. FROM: Jonathan Benton, M+R) tended to underperform emails sent from an organization (e.g. FROM: M+R Labs), or a vanity sender (FROM: Giving Tuesday Update @ M+R).
We’ve long talked about the impact of storytelling on email performance — and the many ways they can fail to connect with donors. The main risks are that stories can create a disconnect when donors don’t see their role in them. There’s an art and a science to making these stories work — but in aggregate we’re still seeing that fundraising emails featuring personal stories underperform emails that don’t.

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