Skip to content
30th Anniversary Logo for DSA30th Anniversary Logo for DSA
  • About
  • Services
  • Resources
  • Contact Us
30th Anniversary Logo for DSA30th Anniversary Logo for DSA

Getting Your Message Opened

The difference between a message that is read and one put directly in the trash is simple—your carrier envelope in print mail . . . and your subject line, sender, and preheader in email. These elements have one job—get the message opened! Done well, they are the first step toward donations. Done poorly, your organization is left wondering what happened.

So, what can you do to make sure to get as many people into your message as possible? As you put your next message together, we offer these quick tips for improved open rates:

        • For Direct Mail:
        • – The carrier envelope is key! Tease the content, but don’t give it all away.
        • – Do not use metered mail. Live stamps work best. We’ve tested this!
        • – Use of color and envelope size can help grab attention. Think about what you are communicating and what can make this message stand out from everything else in the mailbox. And remember to test when you are uncertain.
        • For email:
        • – Use the subject line to leave donors wanting to know more.
        • – Subject lines should be short. No more than 5-7 words.
        • – Emojis grab attention. Use them in your emails and social posts when appropriate.
        • – Try out different digital senders. Sometimes using a different sender name can actually make the message stand out in an inbox.
        • – Preheader text should not contain the offer. It builds on the subject line to increase interest in opening your message.
        • Test: When possible, don’t deploy changes to your full file. Keep your “control” for the majority of the list, and then try new things with test groups each time you send. If you don’t have the budget to test through print, test as much as possible in digital first.

One final reminder . . . getting your communication opened only gets you part of the way to a donation. Once you get the donor reading your message, make sure you provide a reason why someone should give, and give now, in everything that you send.

More from this issue of Donor Focus
Subscribe to Donor Focus
Post Tags: #Digital Fundraising#Direct Mail Fundraising

Related articles

Subscribe to Donor Focus
  • More Than Just Work

    As a young Christian professional navigating the conundrum of aligning my beliefs into a purposeful career, I’ve been blessed to…

    Read more

  • Understanding Fundraising Trends: Navigating the Ups and Downs

    Many organizations are experiencing lower giving in 2022 than at any time in the past three years. Almost everyone we…

    Read more

  • What to Think of Artificial Intelligence and Its Impact on Fundraising . . .

    In trying to summon an image to represent our theme for this issue of Donor Focus, I found myself drawn…

    Read more

  • All Blog Posts
    Return to all blog posts

Topics

  • Ask Wiley
  • Coaching
  • Digital
  • Direct Response Fundraising
  • Donor Focused Communication
  • Fundraising
  • Live the Give
  • Partners
  • Rules of Fundraising

Year

  • 2025 (7)
  • 2024 (25)
  • 2023 (28)
  • 2022 (30)
  • 2021 (36)
  • 2020 (33)
  • 2019 (42)
  • 2018 (49)
  • 2017 (44)
  • 2016 (23)
  • 2015 (30)
  • 2014 (6)
  • 2013 (1)

A Fundraising Agency Helping You Be a Part of What Is Right with the World.

1717 Park Street, Suite 300 Naperville, IL, 60563
630.562.1321 | info@douglasshaw.com

Company

  • About
  • Careers
  • Contact Us

Services

  • Custom Strategies
  • Data and Analytics
  • Creative Solutions
  • Multichannel Fundraising
  • Digital Innovation
  • Raise Money
  • Find Donors
  • Grow Impact

Resources

  • Blog Posts
  • Books
  • Webinars
  • The Donor Experience Scorecard
  • Fundraising Tips

Visit Douglas Shaw & Associates on Facebook
Visit Douglas Shaw & Associates on X (formerly Twitter)
Visit Douglas Shaw & Associates on LinkedIn
Visit Douglas Shaw & Associates on Instagram

© 2025 Douglas Shaw & Associates  Privacy Policy 

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in .

  • About
  • Services
  • Resources
  • Contact Us
30th Anniversary Logo for DSA
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Here is more information about our Privacy Policy.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.