What shelter or rescue group couldn't use more money? Unfortunately, many of them make these common mistakes in their email outreach:
1. Trying to do too much. Every fundraising email needs to have one absolutely clear request for action. This email can't catch followers up on what your group has been doing, ask for help in getting more adoptions, serve as a newsletter, or anything — other than ask for a donation and explain why they should give.
2. Not reinforcing your email on your website and social media. If you send out an email asking for donations, the same message — with the same language and call to action — should be on your website and shared through social media. People are much more likely to give if they see the same message in multiple places!
3. Forgetting your past donors. Your past donors will always donate more easily than new donors. Make sure you tell them what you did with their past contributions, acknowledge that you couldn't do your good work without them, and make them feel they made a difference.
Also of interest:
How to get more and better donors for your animal organization