October 15th, 2026 / 12:00 pm - 1:00 pm
Beyond the Mass Email: Five Decisions That Strengthen Your Fundraising Appeals
A successful year-end campaign takes more than sending one compelling appeal to everyone on your list. In this practical session, veteran fundraiser Tara Petersen of DonorPerfect and email marketing expert Matt Montoya of Constant Contact will explore five strategic decisions that can strengthen your year-end campaign—and every campaign after.
Whether your campaign is carefully planned or coming together at the last minute, you’ll leave with practical ideas you can use right away.
By the end of this session, you’ll be able to:
- Segment donors using giving history, interests, and email engagement
- Match each audience with a relevant ask and clear call to action
- Create emails people are more likely to open, read, and act on
- Evaluate results beyond open rates and adjust campaigns in real time
- Apply year-end lessons to strengthen email fundraising throughout the year