Great email copy criteria

Herschell Gordon Lewis nails it, as he so often does, in the Nov. 15 issue of NonProfit Times. He lists ten criteria for online fundraising, pointing out that if political candidates are raising tons of money online, why can't the rest of us? His answer: out copy stinks.

1. Establish rapport
2. Explain rationale for contacting
3. Offer heroism
4. Provide logic
5. Create urgency
6. don't accept pledges
7. offer recognition
8. create guilt
9. provide satisfaction
10. maintain verisimilitude

If you can get these points right in your next email, you'll raise more money.