Heartshare Alliance donor email: stat-led, story-second
Nonprofit donor emails almost always lead with story and bury the stat. The Heartshare Alliance brief wanted both. I argued for the stat to lead, then bring the story in to humanize the number.
The body copy is short. There's one CTA, not a cascade. Footer keeps the social proof and the second-tier impact data for the donors who scroll all the way down. The argument: a single recommended ask is faster to act on than a grid that asks the donor to evaluate their own generosity.
If you can tell a nonprofit donor what their dollar actually does, you don't need to convince them of much else.
Nonprofit donor emails almost always lead with story and bury the stat. The Heartshare Alliance brief wanted both. I argued for the stat to lead, then bring the story in to humanize the number.
The body copy is short. There's one CTA, not a cascade. Footer keeps the social proof and the second-tier impact data for the donors who scroll all the way down. The argument: a single recommended ask is faster to act on than a grid that asks the donor to evaluate their own generosity.
If you can tell a nonprofit donor what their dollar actually does, you don't need to convince them of much else.
