Hey, Fletch: How Can We Fix Our New Giver Email?
Tips for making your emails to new donors effective and accessible.
Hey, Fletch: How Can We Fix Our New Giver Email?
Image: Rayi Christian Wicaksono / Unsplash

In this biweekly column, longtime executive pastor and XPastor.org founder David Fletcher takes on readers’ questions about finances, staffing, communications, and more. Submit your questions using the subject line "Hey, Fletch" to editor@churchlawandtax.com.

Our new giver email is a mess. I clicked on a link and got a “404—Page Not Found” message. The fonts are strange. Help!

An email to a new donor needs to be pristine. This is how newcomers see you! I’d suggest that you get an editor to hone the text. Then place that text in one master document. Select all and change the typeface to the same font and size. Check and double-check all the links. A 404 happens when the link goes to a non-existent page.

We recently got a quote from a company that had this link: “Click here to see that we are Number 1 in the industry!” When I went to the review by an independent company, the firm was rated number two. Oops, so much for bragging (and not checking links)!

A new donor email should be reviewed every six months. Check the text to make sure it’s fresh and up-to-date. Input the latest ministry story. Click all the links! Then copy the text all at once to your email. Different fonts happen when you copy from multiple sources.

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