If you send an email to your donors asking them to donate, what happens when they click the donate now button? Are they taken to a page where they can donate instantly or are they taken to another page that is still trying to convince them to donate?
Hopefully, you're taking them directly to the donation page. They are ready to donate and that's where they need to go. If you are still trying to persuade them to donate, they may lose interest and leave your site without leaving a donation at all.
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