An email is a great way to reach your donors with one last appeal before 2018 ends. My successful last-minute fundraising efforts have used suggestions, tips and strategies from many different sources, and I’m sharing those in this week’s blog.
I learned about (and used) three different types of messages for an end-of-year email appeal—a message that highlights your successes, perhaps sharing a story about someone your nonprofit has helped, or something your nonprofit has achieved; a simple email from the CEO with organizational news and another opportunity to give is another great message tip; and, if these two don’t meet your needs, try a simple thank you to existing donors.
Most advice (and my experiences) encourage an email appeal as the best mechanism for a last-minute appeal. It’s inexpensive and can generate results quickly.
Here are tips and tricks for your end-of-year email appeal.
- Focus on the donor.
- Establish a sense of urgency.
- Make sure your links to your donation page and your donate now button are working, and that it’s easy for the donor to navigate your online giving process.
- Use every day of the year, sending appeals right up to December 30th or 31st.
- Pay close attention to your subject line as it should give the recipient instant information about your appeal, grabbing their attention and getting them to open the email.
- Your emails should be short and sweet!
- Make sure you have a clear call to action (make an explicit ask).
- Make it easy for the donor to make their gift.
- Work with a nonprofit consultant to map out a path to success.
- Mobilize your supporters through peer-to-peer fundraising.
- Maximize your year-end event with mobile and on-site giving tools.
- Don’t ignore your matching gift potential.
- Stay focused on stewardship throughout your campaign.
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