3 Email Tips to get in Front of a Prospect

With all of December’s holiday gatherings, you’ll likely meet people who could, in turn, introduce you to your next big funder or customer.

I send (and receive) a lot of emails asking to be introduced to a particular prospect, and was inspired by Fred Wilson’s post on the “double opt-in” introduction to think of some additional protocol and tactics.  Here are three tips for using email to get in front of a prospect:

1. Get to the target

Many people don’t want to expose the email address of a high-level connection.  Instead of asking them to “send a connecting email,” I ask a mutual friend to forward an email. Here’s an example:

I’m going to send you an email for Alexander Hamilton, and I’d be super grateful if you could forward it to him with an intro such as, "Below is an email from my friend Charles Best.  At a minimum, I think you’ll find it interesting."

Then immediately send your mutual friend a second email addressing the target, with the subject line, “For Alexander Hamilton.”  When your email is forwarded, “FW: For Alexander Hamilton” makes for a much more intriguing subject line than the typical “FW: Seeking an intro to Alexander Hamilton,” which invites the recipient to make a snap judgement before reading the body of your email.  

Also, when asking your mutual friend for help, don’t ever describe it as “just a small favor” that will “only take 1 minute.”  Your job as a grateful person is not to understate the significance of your request; let your connection judge whether it’s an imposition or not.

2. Start strong

Never open an email with “I’m Charles, and I work for DonorsChoose.org.” That’s what your signature is for.

Instead, let the recipient know your objective in the first paragraph. Be direct, but intriguing: you want to pique their interest, but not immediately satisfy it.

Fifty actors, athletes, and company founders are secretly plotting an act of mass generosity on DonorsChoose.org.  I want to tell you what’s afoot in hopes that you’ll forward this note to the Styles Editor.

[If you’re curious, here’s what that refers to.]

If you need to establish your worthiness, show, don’t tell. Instead of calling yourself “innovative” or “groundbreaking,” skip the adjectives and link to an article about your organization or highlight your relationship with an impressive partner.

3. Have a clear ask

Make just one request, such as a meeting. Here’s one example:

If you’d consider sparing half an hour, I’d love to explain how school teachers are creating projects focused on entrepreneurship and financial literacy.  Whether or not the Foundation is interested in supporting those projects, I’d be honored to seek your counsel.

Show that you’ve researched your target and actually understand them and their company. A phrase like “given your support of local communities” is too vague. Instead, mention a specific initiative they’ve supported.  

What other ways have you found to solicit introductions from your network?