'Don't ask people for money the first time you email them'

Give potential donors information about the charity first, advises Will Davis of the MediaLab Group

Emails: 'don't ask for money straight off'
Emails: 'don't ask for money straight off'

Potential donors should not be asked for money in the first email they receive from a charity, a media specialist will say today.

Will Davis, planning director at the media agency the MediaLab Group, will tell delegates at the convention that charities should first use email to give potential donors information about the work they do before asking them for money.

"Historically, people were contacted only to be asked for money," said Davis before the session. "But that doesn’t work because it’s easy not to respond. By engaging people first, you reach those who don’t typically give to charity but then realise what the charity does and will want to give."

Davis said he would give details of a test campaign that MediaLab worked on with Breakthrough Breast Cancer, in which donors were told about the charity’s medical work before they were asked for a donation.

- Read more on this year's IoF National Convention

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