Otherwise Known As: My Favorite Email from a Client
Assignment: Write an email appeal to send to active donors that is more about stewardship than asking, while actually asking for a gift.
Feedback: The executive director of the nonprofit received the following email from a long-standing donor after receiving the email appeal:
“I recently made a donation as an anniversary gift for my husband. Today I have made an additional donation SOLELY to show my appreciation for the elegant and beautifully written message you sent….In this era of text messages, it is such a delight to receive such a lovely message that was so gracefully crafted and managed to inspire a donation without ever asking for such. Thank you for recognizing that words and style do still matter. Please consider my donation to be in your honor. “