Sending an email with no links to follow is like mailing a direct mail appeal without enclosing a reply device or return envelope. Costly.

Email fundraising only works when you inspire donors to go online. Online is where you get their donation. Online is where you secure their advocacy. Online is where you encourage their involvement. Thats why your email appeals, alerts and newsletters must give donors something to do, and must give them somewhere to go to do it. That place is your website.

Websites alone might raise some funds but they wont build relationships. And email letters might inform donors but they wont advance your cause unless you drive those donors to your website to act.

The easiest way to show you what I mean is to show you how Mothers Against Drunk Driving does it. Their email newsletters are filled with links.

Down the right side of each email donor newsletter is a simple, vertical navigation bar that looks like this:

>> HELP SUPPORT MADD
By making a donation today, youre making a difference for tomorrow. More>>

>> VICTIM SERVICES
After the crash, theres the impact. MADD is here to help you. More >>

>> TAKE ACTION TODAY!
Learn what simple things you can do to help save lives and prevent injuries. More >>

>> FORWARD TO A FRIEND
Share the latest news with your family and friends. More >>

Why this is effective:

1. Its strategic. MADD has a three-fold mission, Activism, Victim Services and Education. These simple, consistent links in every newsletter advance that mission by encouraging subscribers to speak out (Take Action Today!), help victims (Victim Services) and educate others (Forward to a Friend).

2. Its donor-centered. Notice that every one of these four links speaks directly to you, the donor. You are making a difference. You can save lives. MADD is here to help you.

3. It teases. Each link tells you just enough to understand what lies on the other end of that More >> link, but no more. You must click the link to satisfy your curiosity.

4. It stresses action. Three of the four links contain active verbs. Help support, Take action, Forward. In direct mail we call this the call to action. It calls the reader to act. The quickest way to encourage your donor to donate, sign a petition, take a survey or simply read more is to command them to do so.

To see what this entire email newsletter from MADD looks like, visit http://www.raisersharpe.com/z/madd.htm

Alan Sharpe

Alan Sharpe is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. Alan specializes in helping businesses generate leads, close sales and retain customers using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters. Sign up for Alan Sharpe's B2B Direct Mail Tactics e-newsletter. Every Monday morning, receive in your inbox a short, helpful article on direct mail lead generation.