June 5, 2008 | Read Time: 1 minute
Fund raisers are increasingly sending e-mail messages to prospective donors in the hopes of persuading them to donate more.
But figuring out what to send can be a challenge, so the marketing expert Seth Godin offers a comprehensive checklist that you should pay attention to before you hit the send button.
Among the key items on Mr. Godin’s list:
- Could I do this note better with a phone call?
- Did every person on the list really and truly opt in? Not like sort of, but really ask for it?
- Does the subject line make it easy to understand what’s to come and likely it will get filed properly?
- If I had to pay 42 cents to send this e-mail message, would I?
For more marketing advice from Mr. Godin, read the transcript of his recent live discussion with Chronicle readers.
