When you set up a new confirmation message, it’s based on a default template in your organisation’s colours. That’s a good starting point, but it will of course need some editing. This guide gives you a few tips & tricks for editing, and an overview of the options available in the editor.
In OnlineFundraising we use an external editor to generate the code behind your emails. We’ve chosen this approach because it gives you the same powerful editing options you’ll know from platforms like Mailchimp and similar tools. And when new requirements or features are introduced by email clients*, they’ll be supported here too.
The editor itself works a lot like other platforms – in fact, the layout is very similar to Word and similar programmes. That’s why we won’t go into basic text editing here, but simply encourage you to a) experiment and b) test, test, test. Especially make sure to test on mobile, as that’s where most people actually read their emails.
| * Email client = The programme you use to read emails, such as Outlook, Gmail, or Apple Mail. The same client can display an email differently depending on whether you’re viewing it in Edge, Safari, Chrome, on Android or iPhone, and in a built-in or downloaded app. So if you open the same email in Chrome on your PC and then in the built-in Mail app on your iPhone, it may look different. This behaviour is controlled by the email clients themselves – and yes, it can drive the rest of us utterly mad… |
Get Your Sender, Subject Line & Preheader Right
Your sender name and subject line are what persuade a donor to open your message. The sender consists of the email address (domain) and the sender name. The name is always shown, but some clients display both. Trustworthiness is key here – at minimum, use your organisation’s name, and in some cases you might add a recognisable spokesperson too.
Make sure your domain is correctly validated. The domain is everything after the @. In this example: hello.onlinefundraising.dk. If your domain hasn’t been validated, you’ll see a warning in OnlineFundraising – and we won’t be able to send emails on your behalf. Not sure if yours is validated? Reach out to our support team.
Subject line and preheader work together. The preheader is only visible in the inbox preview, but it plays a big role in whether the email gets opened. Think of them as a pair, but write your subject so it can stand alone.
The preheader also lets you control what’s shown in that preview. If you don’t add one, the email client will just pull text from your email itself – often something like “Click here to view in browser” or “Dear XX”, which won’t exactly help with open rates. So write a bit more here, but always start with the important stuff. That way, if something gets cut off (and remember, clients differ), it won’t matter.
Adding Extra Content the Easy Way
Want to show your content differently, or simply add a little extra? Head to the Content tab under Structures (click the name to expand). Here you’ll find different blocks for adding new rows – full width, two columns, three, and so on.
Pick the one you need and drag it into place.
Then continue under Blocks, where you’ll find elements to drop into your new row – again, simply click and drag.
Reuse It: Smart Module Tricks
Need to reuse the same block several times, like a new footer? Build your block once and save it as a module. Just click the whole row you want to reuse. In the left-hand side menu (the three dots), you’ll find the option to save it.
Give your new module a clear name and description. You’ll then find it under Content > Modules, ready to drag into other templates or communications.
Making Images Work
Images are powerful. They set the tone and strengthen the emotional connection with your donors. A photo with eye contact creates a direct link between donor and recipient and has a measurable impact on engagement. So it’s worth taking care with the images you choose.
Format matters too. Your image should match the size of the template. If your template is 800px wide, use an image that’s 800px or 1600px – not bigger or smaller. Too big, and some clients like Gmail or Outlook may block the email or display it incorrectly. Too small, and it’ll look pixelated.
Image vs Video
The short answer: GIFs!
You can insert a video block (also available as a block in the editor), but right now very few clients can play video directly. Instead, a still image with a play button is shown, linking to the video. That’s clever – but also tricky. We want people to watch the video, but we also want them to act on it. So it’s often better to use a still from the video with a play button, linking to your own website where the video sits – ideally alongside a donation form.
Which brings us back to GIFs. Small GIFs (under 2MB) can be embedded directly into your email. They’ll play in almost all clients and are a great way to add a little movement that catches the eye.
Emojis 🧔♀️🫨
Whether or not you use emojis is really a matter of taste – or maybe generation? But if you do, make sure they display properly across systems. Yes, emojis are also “translated”, depending on whether you’re on Android or iPhone, for example. Some simply won’t work everywhere, so – as always – test them.
Merging in Donation Data Without the Fuss
The editor also lets you merge in data fields, depending on the source and the fields you’ve asked for. Not sure what’s available? Check the DataSet for the relevant source. Quick test: fill in a form yourself, look at the DataSet, and you’ll see everything you can merge in. There’s a lot!
There’s also a shortcut for merging all transaction data. Think of it like a receipt: insert it (usually at the bottom of your email), and all donation details will be included. For private donors this is optional, but for corporate donations it’s often required for proper accounting.
You’ll find two predefined modules for this – one for companies (with VAT/CVR) and one for individuals. Both are under Modules on the OF tab. Just drag the one you need into your email.