It is common wisdom in online fundraising that more email opens and clicks lead to more donations but that is not exactly the case, as a new study reports. In email fundraising there is not an exact correlation between opens and donations.
Non-profit supporters are becoming more sophisticated and they very likely recognize fundraising emails when they see them. They already know something about the non-profit, and once they see an email, that they know is a donation email, they open or do not open depending on their willingness to give at a moment.
This means that non-profits have to become more sophisticated in developing their online fundraising strategies. We have different ways to promote our non-profits and get the word out about what we are doing, so we should use all the different channels to spread the word. So when our supporters receive a fundraising email from us, they already have some knowledge of what we are doing.
For more on the report, check out: https://nonprofitquarterly.org/2016/04/25/study-email-opens-down-but-email-fundraising-revenue-is-up/