Diagnostic: Email Appeals

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Diagnostic: Email Appeals

Step 1 of 2

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Read each of the following statements and rate your program according to the scale below. Don’t spend too much time thinking about each statement; your first instinct is usually the best one. If you’re not certain, make your best guess or go with your gut instinct.
1. Email is a core aspect of our annual giving strategy and is frequently used to solicit donations, acknowledge gifts, or communicate the impact of support.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
2. Our team has access to email expertise either within or outside of our organization.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
3. Email campaigns are planned and deployed by the appropriate staff/departments in order to best support annual giving efforts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
4. Email campaigns have clear and realistic goals.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
5. There is sufficient technology in place to support our email efforts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
6. More than half of the records in our database have active solicitable email addresses and there are systems in place to research and maintain good emails on all constituents.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
7. There is a documented calendar of email appeals that is updated regularly and shared with relevant staff and volunteers throughout the year.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
8. Email campaigns are well-coordinated with other solicitation and communication channels (e.g., direct mail, phone, social media, personal outreach).*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
9. Detailed production schedules outlining key steps in the production process are used to manage all email campaigns.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
10. Email campaigns are segmented and personalized based on giving history, constituency, and special interest.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
11. Email subject lines are carefully developed and are usually compelling and relevant.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
12. Email senders are carefully selected and relevant to each audience segment.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
13. The visual design of emails is high in quality and consistent with institutional branding.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
14. Written email content is high in quality, well-structured, clear, and concise.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
15. Email appeals include a compelling case for support and a clear ask.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
16. Links to online giving forms are included in all email appeals and are easy to find.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
17. Email campaigns are kept fresh/current and include a variety of designs and messages.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
18. Email results are carefully analyzed and shared regularly*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
19. Tests are conducted regularly and results are used to inform future email strategies.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
20. Peer networks play an important role in helping our team stay on top of best practices in email marketing.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

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