1. Keep testing what works with your digital audience.
In a study of the effectiveness of online appeals, Blue State Digital tested four variations of the same email appeal — ranging from a call to action by “change-maker” and co-founder of Partners in Health Paul Farmer to an emotional and detail-heavy plea — and found that the appeal with the bluntest language and most “transactional” tone received the most donations.
Molly is a global development reporter for Devex. Based in London, she covers U.K. foreign aid and trends in international development. She draws on her experience covering aid legislation and the USAID implementer community in Washington, D.C., as well as her time as a Fulbright Fellow and development practitioner in the Middle East to develop stories with insider analysis.
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