As most email fundraisers have discovered, increasing the frequency of emails almost always raises more money. In the short run. And if you are chasing monthly targets, you have almost certainly indulged in a couple, or six, more emails as the month drew to a close.
But when we do that, here are the questions we’re not asking:
- How does that affect donors’ perceptions of your cause?
- How does that strategy affect your organization’s culture (It almost certainly does)?
Maybe these are questions the front line fundraisers can’t afford to ask. But their bosses can’t afford to ignore them.