Nonprofit Expert The Mallory Erickson Mini Series: Write Email Subject Lines Donors Can’t Ignore
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Nov 11, 2025 
Mallory Erickson, fundraising and nonprofit communications expert, leads a mini series on writing subject lines that grab attention. She explains why subject lines are your best shot, how the curiosity gap drives opens, and offers concrete examples and simple tests to try. Quick, practical takeaways to boost email engagement without rewriting your whole campaign.
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Subject Line Is Your Single Best Shot
- The subject line is often the only chance to capture a donor's interest.
- Without curiosity, even excellent email content may never be seen.
From Boring Newsletters To Teasers
- Mallory contrasts a bland subject like "newsletter number 92" with curiosity-driven examples.
- She suggests swapping direct asks for teasers such as "you won't believe what your support did last year."
Curiosity Gap Drives Action
- The brain seeks closure, so incomplete information drives action.
- This curiosity gap explains why teasers motivate opens and deeper engagement.