Major Moves

When it comes to email fundraising, first impressions matter. While subject lines grab attention, preview text often determines whether donors click “open” or scroll past. This overlooked snippet works as your subject line’s partner—adding urgency, curiosity, or warmth. In this guide, Joe Garecht explains what preview text is, why it’s critical for solicitation emails, and how to craft lines that boost open rates and donor engagement.

SEO is how search engines like Google find your non-profit organization’s website. In an ever-growing digital world, SEO should be the first consideration of major gifts officers working for non-profit organizations that are trying to grow their online presence and connect with donors and prospects.