E-mail signature promotes legacies

Howard Lake | 9 May 2001 | News

E-mail signatures are an important element in communicating with existing and potential donors. While some charities promote their Web site address at the end of every e-mail address, few promote particular campaigns or methods of giving.

E-mail signatures are an important element in communicating with existing and potential donors. While some charities promote their Web site address at the end of every e-mail address, few promote particular campaigns or methods of giving.

Iain McAndrew, Legacy Marketing Manager at Guide Dogs for the Blind, is unusual in promoting legacies in his signature. It reads: “80% of Guide Dogs’ income comes from legacies. They are crucial to maintaining our long-term commitment to meeting the mobility needs of blind and partially sighted people. For more information about how you could help transform peoples lives forever with a gift in your Will, please contact Iain McAndrew on 0118 983 8284 Email: ia***********@******rg.uk or visit us at http://www.guidedogs.org.uk/helpus/legacies.htm”

This explanatory message is delivered to every recipient of his messages. While the best e-mail signatures are short, this signature conveys all the necessary content.

What does your e-mail signature say about your fundraising?

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.