The great advertising legend David Ogilvy once said, “On average, five times as many people read the headlines as read body copy. So, when you have written your headline, you have spent eighty cents out of your dollar.”
Jeff Brooks, Creative Director at TrueSense Marketing and author of the blog Future Fundraising Now puts it this way: “Crusty, old-school, no-nonsense advertising copywriters spend more time on the ten to twenty words of a headline than they do on the several hundred words of body copy. They understand how important headlines are.”
He’s right! And so was David Ogilvy. Think about this the next time you write an email to your supporters because your subject line is actually your headline. If you aren’t getting responses, 80% of the reason could be your lack of effort in crafting subject lines that attract interest.
Need some ideas for other donor outreach channels? Click here to see our definitive list of engagement fundraising channels.
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