I continue to be so impressed with the way Charity: Water handles its online communications to donors. I highly recommend you give them $10 (or more!), as I have in the past with the Humane Society of the United States and The Nature Conservancy, just so you can watch how they do their online fundraising and marketing and learn from it.

Latest cases in point: They’ve explained to donors what they did with money they raised more than a year ago. This is so refreshing and different from what we usually see, which is treating a fundraising campaign like the end of the story (Woo-Hoo! We met the goal!) instead of the beginning of the story (We’ve raised the money, now watch what we do with it!).

I received this email earlier this month, reporting on what they did with money raised by Jada Pinkett Smith and Will Smith. It was also an ask for additional birthday donations.

Charity Water Email Reporting on Smith Donations


Then last week, I received this email about what they did with the money raised by Rachel Beckwith and her family, after Rachel’s tragic accident:

Charity Water Email Reporting Back on Rachel's Gift

You don’t need movie stars or viral stories like these to make this model work for you. You only need to remind your supporters how they helped you raise money last year or the year before and then show them what you spent it on. Can you do that?


Published On: July 30, 2012|Categories: Email Marketing, Fundraising|