Many spam filters rely solely on content keywords that cannot reliably tell the difference between a permissible solicitation and spam. Even though your cause is perfectly legitimate and raising money is welcome, most spam tries to sell things, too.
Avoid "sales-speak" or "spammy"-sounding content such as:
- Buy now
- On sale
- Quantities limited
- Special offer
- Buy one get one free
- Absolutely free
- Only $19.95
- LOTS OF CAPS AND EXCLAMATION MARKS!!!!!!!!!1!!!!!!!
Instead, use your email content to entice readers to your website. For example, if you’re trying to raise money for a new athletic facility, give recipients a few lines of teaser text of a compelling story about a star player with a "read the entire article" link back to your website. Outline your needs and the fundraising effort at the end of the story.