What to Expect in the Course

Email Fundraising Optimization | Certification Course

Email fundraising is one of the core disciplines essential for any online fundraising program. It’s the most personal and direct channel we have to reach our donors and potential donors in mass. But many email campaigns seem to forget an underlying fundraising principle: people give to people.

This 7-session course will cover every aspect of an email fundraising campaign including:

  • Sender names
  • Subject lines
  • Preview text
  • Design
  • Copywriting
  • Calls-to-action
  • Landing pages

During the course, we’ll explore how to make each element of your campaign personal and believable, and lead to greater opens, clicks, donations, and revenue.

Course Syllabus

  • 1

    Introduction to Email Fundraising Optimization

  • 2

    The Value Proposition

    • What to Expect in This Lesson

    • Session 2.1 - What is Value Proposition?

    • Session 2.2 - Creating a Value Proposition

    • Session 2.3 - Evaluating a Value Proposition

    • Let's Review...

    • Additional Resources
  • 3

    Optimizing Email Signups to Grow Your Subscriber List

    • What to Expect in This Lesson

    • Session 3.1 - Key to Acquiring Emails

    • Session 3.2 - The Offer or Incentive

    • Session 3.3 - Using Copy and Text

    • Session 3.4 - Designing for Conversion

    • Session 3.5 - Form Fields

    • Session 3.6 - Timing

    • Session 3.7 - Review

    • Let's Review

    • Additional Resources
  • 4

    Optimizing The Email Envelope

    • What to Expect in This Lesson

    • Session 4.1 - What is the Email Envelope?

    • Session 4.2 - The Sender Line

    • Session 4.3 - The Reply Email

    • Session 4.4 - The Subject Line

    • Session 4.5 - The Preview Text

    • Session 4.6 - Review

    • Let's Review...

    • Additional Resources
  • 5

    Optimizing The Email Body

    • What to Expect in This Lesson

    • Session 5.1 - Why Humanizing Your Fundraising Emails is Important

    • Session 5.2 - 7 Steps to Humanize Your Fundraising Emails

    • Session 5.3 - A Note on Design

    • Session 5.4 - Review

    • Let's Review...

    • Additional Resources
  • 6

    Optimizing The Email Donation

    • What to Expect in This Lesson

    • Session 6.1 - What is an Email Donation Page?

    • Session 6.2 - Context and Continuity

    • Session 6.3 - Reducing Friction, Part 1

    • Session 6.3 - Reducing Friction, Part 2

    • Let's Review...

    • Additional Resources
  • 7

    Wrap Up

    • Session 7.1 - Course Recap
  • 8

    Final Exam

    • Exam

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