If starting from scratch, remember these rules for fundraising emails. [Also see here]:

1. Get to the point in the first three sentences. 

You never know how much more someone will read.

2. Lead with your SMIT (single most important thing).

Choose something that creates urgency, like “the cold weather sets in this month…” “the double your money match expires…” “the food will run out next month…”

3. Clarify what ONE action you want people to take (i.e. donate). 

Don’t muddy the water with other options like “volunteer,” “sign up,” “sign this,” “get more info,” etc. This is a fundraising email!

4. Make that desired action easy to take.

Something like a button or hyper-link with “Just click here,”  or “YES, I’ll help!” Offer multiple payment options on the donation landing page. Having more options guarantees your donor won’t “abandon Cart” because it’s too much trouble to complete the form or fill in their credit card. For example, add PayPal, ApplePay, GooglePay, Stripe. Venmo or whatever wallets your constituents use. Talk to your CRM provider to see what easily integrates with your system.