Optimizing Email Appeals

Recorded On: 10/09/2025

OVERVIEW

Email has become an essential tool for today’s annual giving programs. But as prospect inboxes fill up, it’s become even more difficult to make email appeals stand out and get opened. Understanding the key principles and current best practices in email marketing will help you make sure that your institution’s email campaigns resonate with donors and remain an important aspect of its overall fundraising strategy.

This webinar is eligible for 1 point of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for segmenting your audience
Tactics for planning calendars and production schedules
Tips for developing effective messages, content, and subject lines
Methods for evaluating results
Examples from other institutions, and more!

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Dan Allenby (Host)

President & Founder | Annual Giving Network

Dan Allenby is an author, speaker, and consultant who has worked with educational institutions for over 25 years to improve their fundraising results. An internationally-recognized expert on annual giving, he is the recipient of CASE’s prestigious “Crystal Apple” award for teaching excellence. He is principal and founder of Annual Giving Network and previously led annual giving and membership programs at Boston University, Tufts University, Georgetown University, and the National Geographic Society.

Anessa Rios-Ezeude

Executive Director, Engagement Communications and Annual Giving at University of Houston

Anessa Rios-Ezeude currently serves as the Executive Director of Engagement Communications and Annual Giving at University of Houston. Her other experience includes work in public media fundraising. She holds a B.A. in Communication - Public Relations from University of Houston and an MBA with a concentration in Management of Technology from University of Houston-Clear Lake.

Geoff Hallett

Executive Director of Annual Giving at Colby College

Geoff Hallett currently serves as the Executive Director of Annual Giving at Colby College. He has previously run programs at Penn State University and Bucknell University. His other experience includes work in the fundraising technology industry. He holds a Bachelor's in Political Science from Bucknell University.

Jessica St. Marie

Associate Director of Development, Director of Annual Giving at The Pingry School

Jessica St. Marie currently serves as Associate Director of Development, Director of Annual Giving at The Pingry School. She has previously led programs at Montclair Kimberley Academy, Marymount Manhattan College, MIT and Milton Academy. She holds a B.A. in Political Science from Boston University.