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The Email Fundraiser's Toolkit

by Annie Sutton

The Email Fundraiser’s Toolkit

5 online sessions, each one-hour-and-a-half in length

Presented by Andrea Berry, Laura Quinn and expert guests

Email campaigns are a fundraising tool within the reach of even the smallest organizations. An effective way to communicate with donors and raise money without much expense, they’re an opportunity to provide reasons and reminders for constituents to give. Campaigns are affordable, and not particularly complicated, but a number of guidelines and best practices can help ensure successful delivery and donor-engagement.

Idealware designed this five-week series of classes to walk nonprofits through the soup-to-nuts process of creating such campaigns, just in time for year-end appeals. Created and presented by experts, these courses demystify each step involved—from strategy to success.

Participants will learn to create overall campaign plans that consider both audience and message, and to compose emails that capture and engage the people they want to reach. They’ll learn which email and online donation tools are the best fit for their organizations, and how to use them to draft, deliver and track their messages. Finally, they’ll learn how to define and measure success, and to adapt their techniques and practices to improve results.

Participants will complete worksheets for review by peers and experts, and can expect to spend about two hours each week on coursework outside of the sessions. Over five weeks, they’ll develop and take away a finished and polished email fundraising strategy and the first email in their next email fundraising campaign.

October 18: Getting started with email fundraising—setting goals and your arc of emails

October 25: Writing effective emails—subject lines, donate buttons and creative content, oh my!

November 1: Audience participation—building your email list

November 8: Tools of the trade—broadcast email and online donation software

November 15: Measuring your success and taking it to the next level—metrics and ROI and getting your supporters to fundraise for you

Each session will run from 11:30 am-1 pm. The fee to participate in this series is $200 for MANP members, $400 for non-members. Please register with an email address that will allow you to receive the access and dial-in information for the online seminar.

Questions? Email Idealware at To register, click here.

Conducted by Laura Quinn, Andrea Berry, and expert guests

Laura Quinn is executive director of Idealware. She has more than five years’ experience researching software for nonprofits, and has led hundreds of technology trainings. She conducted the research and co-authored Idealware’s Field Guide to Software for Nonprofits, as well as many other Idealware reports and articles, including the guide to low-cost donor management systems. Prior to founding Idealware, Laura founded Alder Consulting, a firm that specialized in strategizing, designing and building powerful internet strategies for affordable budgets. She’s a frequent speaker on nonprofit technology topics.

Andrea Berry is director of partnerships and learning. She oversees Idealware’s fundraising and training activities, including the Field Guide to Nonprofit Software, sponsorship, corporate and individual giving, grants management and online seminars. Prior to joining Idealware, Andrea held fundraising positions in education, health research and museums, and has taught math, performing arts and history in traditional and non-traditional educational settings. She brings a breadth of experience with fundraising and communications, particularly as it relates to small nonprofits, and has worked as a consultant with nonprofits across New England to help identify appropriate donor management software. Additionally, as a former teacher, Andrea brings front-line tested expertise in curriculum development and training.

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