Since I rescued a cat, I've been on the lookout for email and direct mail that works well in persuading people to donate money to support animal welfare. This effort — from the Philadelphia Animal Welfare Society (PAWS), a no-kill shelter — was forwarded to me by my colleague, Melissa Ward (another cat parent), as a good example of an effective fundraising email.
A quick look through the listings for Who's Mailing What!, the world's most complete library of email and direct mail, shows that many efforts in this part of the nonprofit fundraising sector rely on emotional copy drivers and images, as well as good tactics to drive response. See the slideshow below for a breakdown of what PAWS did so well in its email and associated landing page.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.