- Timely: Make sure the messages are pegged to an event, holiday, or something that is happening in your audience and that will grab the reader’s attention.
- Relevant: The information must connect with the audience’s main interests for it to have value.
- Urgent: The message should make it clear why it’s important to take action now.
- Specific: Make it clear exactly what it is that you want the reader to do: make a donation, volunteer, sign a petition, attend an event, etc.
- Tested: Before sending the message to your audience, send it to your self (and ideally, a colleague or two. Never a good idea to edit your own work). Check all the links. Look at it with a fresh eye. Review spelling and grammar. Run it through a spam checker to be sure you’ve not inadvertently included words that set off the spam guards that will send your message into limbo.
Good rules to follow when you’re dealing with messages, email or not.
Bonus: Try this great strategy for pumping up your nonprofit’s email: Nonprofits’ Most-Missed Marketing Tool — Email Signatures. It works for e-newsletters and individual emails alike.
Are you Getting Attention?