--- title: Fundraising Email Tips | Direct Marketing, Charities | Woods Valldata description: How can you get the most out of your prize-led fundraising emails? Read our hints, tips and stats around this method of direct marketing for your charity! image: https://info.woodsvalldata.co.uk/hubfs/Close-up%20of%20a%20laptop%20keyboard%20with%20white%20keys%2c%20plus%20a%20red%20key%20with%20an%20email%20envelope%2c%20representing%20email%20as%20a%20direct%20marketing%20tool%20for%20charities.-1.png --- [![logo](https://www.woodsvalldata.co.uk/wp-content/uploads/2023/04/logo.svg)](https://www.woodsvalldata.co.uk/) - [About](https://www.woodsvalldata.co.uk/about/) - [How we work](https://www.woodsvalldata.co.uk/about/how-we-work/) - [Our people](https://www.woodsvalldata.co.uk/about/our-people/) - [Compliance](https://www.woodsvalldata.co.uk/about/compliance/) - [Careers](https://www.woodsvalldata.co.uk/about/careers/) - [Services](https://www.woodsvalldata.co.uk/services/) - [Response handling](https://www.woodsvalldata.co.uk/services/response-handling/) - [Lottery](https://www.woodsvalldata.co.uk/services/lottery/) - [Affinity](https://www.woodsvalldata.co.uk/affinity-lottery/) - [Aspire](https://www.woodsvalldata.co.uk/services/lottery/aspire/) - [Advantage](https://www.woodsvalldata.co.uk/services/lottery/advantage/) - [Raffle](https://www.woodsvalldata.co.uk/services/raffle/) - [Fulfilment](https://www.woodsvalldata.co.uk/services/fulfillment/) - [Direct Debit](https://www.woodsvalldata.co.uk/services/direct-debit/) - [Data strategy](https://www.woodsvalldata.co.uk/services/data-strategy/) - [Case studies](https://www.woodsvalldata.co.uk/case-studies/) - [Resources](https://www.woodsvalldata.co.uk/resources/) - [Insights](https://www.woodsvalldata.co.uk/resources/?_resource_category=insights) - [Blog](https://info.woodsvalldata.co.uk/blog?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.7.1687958199477&__hsfp=3372006991) - [Events & webinars](https://www.woodsvalldata.co.uk/resources/?_resource_category=events-webinars) - [Glossary](https://www.woodsvalldata.co.uk/glossary/) - [My account](https://www.woodsvalldata.co.uk/my-account/) - [Get in touch](https://www.woodsvalldata.co.uk/contact/) ![woods valldata](https://info.woodsvalldata.co.uk/hubfs/Close-up%20of%20a%20laptop%20keyboard%20with%20white%20keys%2c%20plus%20a%20red%20key%20with%20an%20email%20envelope%2c%20representing%20email%20as%20a%20direct%20marketing%20tool%20for%20charities.-1.png) # Getting the most out of email Published by [Helen Halahan](https://info.woodsvalldata.co.uk/blog/author/helen-halahan) on Oct 6, 2020 2:45:23 PM ## We all rejoice when a donor provides their email address. There’s now a direct marketing link from charities to supporters at a fraction of the cost of mail. With email, we have lots of lovely agile ways to amend content, create A/B tests and improve effectiveness during (rather than after) the campaign. Hooray! ## Here are some current stats about email marketing for charities: ### 1. Opt-in email volumes remain relatively low The number of charity supporters contactable by email almost doubled between 2018 and 2019 according to the Charity Benchmarks Sector Report 2019. As a percentage of the active supporter base of most charities, however, numbers remain relatively low at just 23%. ![Direct marketing for charities chart showing percentage of donors contactable by channel, including ](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Imported_Blog_Media/Percentage-channel-contactable.png?width=560&height=448&name=Percentage-channel-contactable.png) ### 2. Mail is still dominant, but email is on the rise In Royal Mail MarketReach / Kantar TNS 2017 research people said they engage with and value mail much more than email but that 49% have made an online transaction within the last 12 months. ![Chart showing audience response to mail vs. email. ](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Imported_Blog_Media/Market-Reach-Mail-vs-Email.png?width=648&height=428&name=Market-Reach-Mail-vs-Email.png) ### 3. Recall is stronger with mail The Royal Mail MarketReach Neuro-Insight report 2018 goes on to say that mail is 33% stronger than mail when it comes to engagement and 49% stronger for long-term memory encoding. ## Our conclusions...   We’d suggest from the above research that email is not about to replace your mail campaigns in terms of response or volume, and that email works best when part of a more integrated digital and non-digital campaign, rather than being used as a solo direct marketing tool for a charity.  However, its use and impact is increasing! So, how can you make the most out of your email channel as a direct marketing tool for your charity’s prize-led fundraising?  Read on to find out... ## From the prize-led fundraising perspective...  We’re often asked whether a [raffle](https://www.woodsvalldata.co.uk/services/raffle/) or [weekly lottery](https://www.woodsvalldata.co.uk/services/lottery/) can work as an online only product. The answer will always be: ‘it depends’.   It depends on your supporter base, your budget, your aspirations and, in the case of raffle especially, your prize and campaign duration. So, while we’re not saying ‘no’, we would encourage a mixed-media approach.  You can see from the research that mail is still our biggest and best way to [attract players](https://info.woodsvalldata.co.uk/blog/make-your-charity-raffle-as-enticing-as-possible) – with more volume, more engagement and more recall – but integrating this with a cohesive campaign across channels will drive even greater effectiveness.   Following up a mailing with an email or targeted social media campaign, for example, will stimulate recall from the mailing and provide an instant way to play without having to make the trip to the post box.  Channel is not the only consideration. We need to think about *what *we are saying to people as well as *where *we’re saying it. ![A man checking emails on his phone, representing email as a direct marketing tool for your charity](https://info.woodsvalldata.co.uk/hs-fs/hubfs/A%20man%20checking%20emails%20on%20his%20phone%2c%20representing%20email%20as%20a%20direct%20marketing%20tool%20for%20your%20charity.png?width=1500&name=A%20man%20checking%20emails%20on%20his%20phone%2c%20representing%20email%20as%20a%20direct%20marketing%20tool%20for%20your%20charity.png) ## Personalisation and segmentation   Personalisation and segmentation are high priorities here. You can read more about these in our recent blogs “Get to know your supporter personas for long-term benefits” and “[The key to effective supporter journeys](https://www.woodsvalldata.co.uk/the-key-to-effective-supporter-journeys/)”.  [Campaign Monitor ](https://www.campaignmonitor.com/resources/guides/nonprofit-email-marketing-benchmarks-and-takeaways-for-2019/)explain in more detail relating to emails with the following top tips: ### 1. Use the supporter’s name  A supporter is more likely to read an email that addresses them by name and it also promotes a sense of familiarity. This is a given, perhaps, on all supporter communications where possible. What else can we do to personalise more than just a salutation? ### 2. Use a consistent sender name By having a consistent sender name i.e. [jane@yournonprofit.org](mailto:jane@yournonprofit.org) rather than contact@ means they feel like they’re speaking to someone rather than an entity.  A great tip for all communications: [people like to speak to people](https://www.woodsvalldata.co.uk/the-value-of-continuing-meaningful-conversations-with-supporters/)! ### Offer the opportunity to set preferences Encourage supporters to use these options to help you communicate more effectively with them.    Do they want to be contacted by email only or by mail as well? Would they be interested in playing other games as part of their support? Are they interested in finding out more about your charitable work? ### 4. Segment closely What do you know about your supporters? How can you provide information that’s relevant to them based on what you know? Create smaller segments and constantly update based on new learnings. Segment against their motivations. Which players are only motivated by the prize? For which is the cause more of a draw and the prize a bonus? Easy tests can be formulated around prize and cause messaging to see which is more relevant to which supporters.  This will help form messaging to these supporters both on and off-line. ### 5. Make the most of automation Rather than being impersonal, automation helps you respond to supporters according to their preferences and behaviours.  Automation can work tremendously well for your prize-led supporters. Newly acquired supporters can receive emails telling the player more about the charity and your different fundraising products. What they chose to explore further will provide more information about their preferences and drive the next email communication.   An effective email automation strategy can provide lots of additional insight about a supporter as well as help create loyalty with your charity. ### 6. Include a call-to action  Make your CTA bold and ensure the text begins with a verb to encourage supporters to take a next step – whatever that might be! Finally, the call to action for prize-led fundraising will always be around ‘play now!’. But follow-up email calls-to-action can be around finding out more about your work, sharing with a friend or posting on social media.  ## Email benchmarks   Campaign Monitor have benchmarked charity emails against all other industries and we’re doing pretty well as a sector in getting people to open our emails but we’re losing them on the content and calls-to-action:  ![Direct marketing for charities chart showing non-profit email open rates vs all industries.](https://info.woodsvalldata.co.uk/hs-fs/hubfs/Imported_Blog_Media/Campaign-Monitor-Email-Benchmarks.png?width=477&height=614&name=Campaign-Monitor-Email-Benchmarks.png) Keeping the information personal and relevant will help increase those click through rates and making the call to action really clear means there’s no ambiguity about what we’re asking of them.  ## Want to know more about how to build prize-led fundraising across different direct marketing channels for your charity?  At Woods Valldata we’re specialists in fundraising services and have been collaborating with our charity partners on their prize-led fundraising strategy for over 30 years.   We have an in-house data strategy and insight team who are able to [identify trends and opportunities within your data](https://www.woodsvalldata.co.uk/services/data-strategy/), a design studio to support your creative work and account directors dedicated to driving your programme forward.   [Contact us](https://www.woodsvalldata.co.uk/contact/) now for more information about how we can support your charity fundraising.  [![Strategy CTA](https://no-cache.hubspot.com/cta/default/7160118/1bc8cbcb-9e66-4a38-97bd-d701508aafed.png)](https://cta-redirect.hubspot.com/cta/redirect/7160118/1bc8cbcb-9e66-4a38-97bd-d701508aafed) Tags: [Raffle](https://info.woodsvalldata.co.uk/blog/tag/raffle), [Lottery](https://info.woodsvalldata.co.uk/blog/tag/lottery), [Appeal response handling](https://info.woodsvalldata.co.uk/blog/tag/appeal-response-handling) Please share this blog... - [mailto:?body=https://info.woodsvalldata.co.uk/blog/getting-the-most-out-of-email](mailto:?body=https://info.woodsvalldata.co.uk/blog/getting-the-most-out-of-email) - - [Back to Blog](https://info.woodsvalldata.co.uk/blog) ### Categories - [charity fundraising (58)](https://info.woodsvalldata.co.uk/blog/tag/charity-fundraising) - [Income Generation for Charities (49)](https://info.woodsvalldata.co.uk/blog/tag/income-generation-for-charities) - [Lottery (43)](https://info.woodsvalldata.co.uk/blog/tag/lottery) - [Raffle (38)](https://info.woodsvalldata.co.uk/blog/tag/raffle) - [Appeal response handling (36)](https://info.woodsvalldata.co.uk/blog/tag/appeal-response-handling) - [Response Handling (34)](https://info.woodsvalldata.co.uk/blog/tag/response-handling) - [fundraising insights (24)](https://info.woodsvalldata.co.uk/blog/tag/fundraising-insights) - [charity gaming (23)](https://info.woodsvalldata.co.uk/blog/tag/charity-gaming) - [Fulfilment (18)](https://info.woodsvalldata.co.uk/blog/tag/fulfilment) - [charity raffle (18)](https://info.woodsvalldata.co.uk/blog/tag/charity-raffle) - [charity insights (17)](https://info.woodsvalldata.co.uk/blog/tag/charity-insights) - [Compliance (13)](https://info.woodsvalldata.co.uk/blog/tag/compliance) - [benchmarks (12)](https://info.woodsvalldata.co.uk/blog/tag/benchmarks) - [creating a fundraising strategy (12)](https://info.woodsvalldata.co.uk/blog/tag/creating-a-fundraising-strategy) - [Company News (11)](https://info.woodsvalldata.co.uk/blog/tag/company-news) - [Direct Debit (9)](https://info.woodsvalldata.co.uk/blog/tag/direct-debit) - [Services (8)](https://info.woodsvalldata.co.uk/blog/tag/services) - [Gambling Act (5)](https://info.woodsvalldata.co.uk/blog/tag/gambling-act) - [supporter experience (4)](https://info.woodsvalldata.co.uk/blog/tag/supporter-experience) see all ### Archives - [March 2020 (5)](https://info.woodsvalldata.co.uk/blog/archive/2020/03) - [May 2022 (4)](https://info.woodsvalldata.co.uk/blog/archive/2022/05) - [October 2022 (4)](https://info.woodsvalldata.co.uk/blog/archive/2022/10) - [January 2023 (4)](https://info.woodsvalldata.co.uk/blog/archive/2023/01) - [June 2023 (4)](https://info.woodsvalldata.co.uk/blog/archive/2023/06) - [May 2024 (4)](https://info.woodsvalldata.co.uk/blog/archive/2024/05) - [June 2024 (4)](https://info.woodsvalldata.co.uk/blog/archive/2024/06) - [January 2026 (4)](https://info.woodsvalldata.co.uk/blog/archive/2026/01) - [March 2021 (3)](https://info.woodsvalldata.co.uk/blog/archive/2021/03) - [April 2021 (3)](https://info.woodsvalldata.co.uk/blog/archive/2021/04) - [July 2023 (3)](https://info.woodsvalldata.co.uk/blog/archive/2023/07) - [August 2023 (3)](https://info.woodsvalldata.co.uk/blog/archive/2023/08) - [April 2024 (3)](https://info.woodsvalldata.co.uk/blog/archive/2024/04) - [July 2024 (3)](https://info.woodsvalldata.co.uk/blog/archive/2024/07) - [November 2025 (3)](https://info.woodsvalldata.co.uk/blog/archive/2025/11) - [June 2020 (2)](https://info.woodsvalldata.co.uk/blog/archive/2020/06) - [August 2020 (2)](https://info.woodsvalldata.co.uk/blog/archive/2020/08) - [October 2020 (2)](https://info.woodsvalldata.co.uk/blog/archive/2020/10) - [November 2020 (2)](https://info.woodsvalldata.co.uk/blog/archive/2020/11) - [November 2021 (2)](https://info.woodsvalldata.co.uk/blog/archive/2021/11) - [January 2022 (2)](https://info.woodsvalldata.co.uk/blog/archive/2022/01) - [February 2022 (2)](https://info.woodsvalldata.co.uk/blog/archive/2022/02) - [February 2023 (2)](https://info.woodsvalldata.co.uk/blog/archive/2023/02) - [March 2023 (2)](https://info.woodsvalldata.co.uk/blog/archive/2023/03) - [September 2023 (2)](https://info.woodsvalldata.co.uk/blog/archive/2023/09) - [December 2023 (2)](https://info.woodsvalldata.co.uk/blog/archive/2023/12) - [February 2024 (2)](https://info.woodsvalldata.co.uk/blog/archive/2024/02) - [March 2024 (2)](https://info.woodsvalldata.co.uk/blog/archive/2024/03) - [February 2025 (2)](https://info.woodsvalldata.co.uk/blog/archive/2025/02) - [July 2025 (2)](https://info.woodsvalldata.co.uk/blog/archive/2025/07) - [December 2025 (2)](https://info.woodsvalldata.co.uk/blog/archive/2025/12) - [March 2026 (2)](https://info.woodsvalldata.co.uk/blog/archive/2026/03) - [April 2026 (2)](https://info.woodsvalldata.co.uk/blog/archive/2026/04) - [May 2026 (2)](https://info.woodsvalldata.co.uk/blog/archive/2026/05) - [June 2015 (1)](https://info.woodsvalldata.co.uk/blog/archive/2015/06) - [November 2017 (1)](https://info.woodsvalldata.co.uk/blog/archive/2017/11) - [February 2020 (1)](https://info.woodsvalldata.co.uk/blog/archive/2020/02) - [April 2020 (1)](https://info.woodsvalldata.co.uk/blog/archive/2020/04) - [May 2020 (1)](https://info.woodsvalldata.co.uk/blog/archive/2020/05) - [July 2020 (1)](https://info.woodsvalldata.co.uk/blog/archive/2020/07) - [September 2020 (1)](https://info.woodsvalldata.co.uk/blog/archive/2020/09) - [May 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/05) - [June 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/06) - [August 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/08) - [September 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/09) - [October 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/10) - [December 2021 (1)](https://info.woodsvalldata.co.uk/blog/archive/2021/12) - [March 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/03) - [April 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/04) - [June 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/06) - [July 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/07) - [August 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/08) - [September 2022 (1)](https://info.woodsvalldata.co.uk/blog/archive/2022/09) - [May 2023 (1)](https://info.woodsvalldata.co.uk/blog/archive/2023/05) - [October 2023 (1)](https://info.woodsvalldata.co.uk/blog/archive/2023/10) - [November 2023 (1)](https://info.woodsvalldata.co.uk/blog/archive/2023/11) - [January 2024 (1)](https://info.woodsvalldata.co.uk/blog/archive/2024/01) - [September 2024 (1)](https://info.woodsvalldata.co.uk/blog/archive/2024/09) - [January 2025 (1)](https://info.woodsvalldata.co.uk/blog/archive/2025/01) - [March 2025 (1)](https://info.woodsvalldata.co.uk/blog/archive/2025/03) - [September 2025 (1)](https://info.woodsvalldata.co.uk/blog/archive/2025/09) - [October 2025 (1)](https://info.woodsvalldata.co.uk/blog/archive/2025/10) - [February 2026 (1)](https://info.woodsvalldata.co.uk/blog/archive/2026/02) - [June 2026 (1)](https://info.woodsvalldata.co.uk/blog/archive/2026/06) see all ## Related Articles ## [Who Plays Charity Raffle? | Woods Valldata](https://info.woodsvalldata.co.uk/blog/charity-raffle-persona) Find out who’s playing charity raffles and what new audiences to target to diversify your... [Read the full blog](https://info.woodsvalldata.co.uk/blog/charity-raffle-persona) ## [5 tips for raffle print and production optimisation | Wood Valldata](https://info.woodsvalldata.co.uk/blog/5-top-tips-raffle-print-and-production) Optimising your raffle print and production Raffles continue to be a strong and reliable... [Read the full blog](https://info.woodsvalldata.co.uk/blog/5-top-tips-raffle-print-and-production) ## [5 tips for ongoing success in prize-led retention | Wood Valldata](https://info.woodsvalldata.co.uk/blog/5-tips-for-ongoing-success-in-prize-led-retention) With increasing cost-per-acquisition and squeezed budgets, it's now even more essential to retain... [Read the full blog](https://info.woodsvalldata.co.uk/blog/5-tips-for-ongoing-success-in-prize-led-retention) ![WV logo](https://woodsvalldata.co.uk/wp-content/webp-express/webp-images/uploads/2023/05/WV_logo_2.png.webp) At Woods Valldata, we’re here for you and there for your supporters. We offer an unparalleled range of outsourced fundraising services giving your supporters the best possible experience and helping you grow your fundraising programmes. We’re your Partners in Possibility #### Contact Info Lansdowne House, Bumpers Way, Chippenham, SN14 6NG [01249 653444](tel:01249653444) [charities@woodsvalldata.co.uk](mailto:charities@woodsvalldata.co.uk) #### Quick links - [Services](https://www.woodsvalldata.co.uk/services/) - [About](https://www.woodsvalldata.co.uk/about/) - [Contact](https://www.woodsvalldata.co.uk) - [Careers](https://www.woodsvalldata.co.uk/about/careers/) #### Blog posts ![Group-3](https://woodsvalldata.co.uk/wp-content/uploads/2023/04/Group-3.svg) ![iof-logo](https://woodsvalldata.co.uk/wp-content/uploads/2023/04/iof-logo.svg) ![Lotteries-Council-Platnum-Member-white](https://woodsvalldata.co.uk/wp-content/uploads/2023/04/Lotteries-Council-Platnum-Member-white.svg) ![gc-logo](https://woodsvalldata.co.uk/wp-content/uploads/2023/04/gc-logo.svg) ![PCI-logo](https://woodsvalldata.co.uk/wp-content/uploads/2023/04/PCI-logo.svg) ![27001-Logo](https://woodsvalldata.co.uk/wp-content/uploads/2023/06/27001-Logo.gif) 2023 Copyright Woods Group Ltd (trading as Woods valldata). Company number 03665861, VAT number GB991231322 - [Privacy](https://www.woodsvalldata.co.uk/privacy-policy/) - [Cookies](https://www.woodsvalldata.co.uk/cookie-policy/) - [Terms of use](https://www.woodsvalldata.co.uk/terms-of-use/) - [Site map](https://www.woodsvalldata.co.uk/site-map/) [![Resolution design logo](https://resolutionlabs.co.uk/cdn/resolution-dot-white-logo.svg)](https://resolutiondesign.co.uk) ## Affinity [Affinity Lottery](https://www.woodsvalldata.co.uk/affinity-lottery/) is the ideal solution for charities looking for the joys to be had in acquiring and building relationships with players without the operational administrative burden.  This option enables your charity to increase player acquisition and boost your fundraising from the very first draw – with a prize fund with a £25,000 top prize at no cost or risk to your organisation. Perfect for: - Testing if lottery is right for your charity - When charity admin and financial resources are limited - Charities and societies of any size **[Book a demo.](https://meetings.hubspot.com/gemma-ward?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Affinity Lottery is your perfect fit. [Get more info on Affinity Lottery including our ROI calculator](https://www.woodsvalldata.co.uk/affinity-lottery/) ## Aspire Owned by you and managed by us, Aspire Lottery is perfect for charities and not-for-profits looking to increase regular giving income from a different type of supporter.   Your Aspire lottery is unique to you, perfectly matched to your cause and ready to go to deliver increased fundraising income to your charity.  Perfect for: - Quickly and easily setting up your own lottery  - Migrating a small to medium sized lottery to a more intuitive platform **[Book a demo.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Aspire Lottery is your perfect fit. [Get more info on Aspire Lottery](https://www.woodsvalldata.co.uk/services/lottery/aspire/) ## Advantage Advantage Lottery is the best weekly lottery product to take you and your fundraising efforts to a higher level!   It’s customisable and adaptable to fit with the growth needs of your programme and offers greater freedom in how you run your lottery, whilst giving you everything needed to help it reach its full potential.  Perfect for: - Charities who want to make their lottery unique - Migrating a medium to large sized lottery to benefit from Woods Valldata’s experience and expertise **[Chat to us.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Let’s take your lottery to the next level. [Get more info on Advantage Lottery](https://www.woodsvalldata.co.uk/services/lottery/advantage/)