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End of Year Email Appeal- Create an Email to Engage Your Donors

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Are you prepared to distribute your end of year email? Concerned about connecting with your donors or having your emails remain unopened? Disregard those apprehensions. We will present tactics to assist in generating captivating and persuasive end of year solicitation emails!

Tis’ the Season to Send Your Year End Email!

According to NP Source, over 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year. So, now is the time to send out your email appeal for year end giving.

over 30% of annual giving occurs in December and 10% of annual giving occurs on the last 3 days of the year.

How Many is Too Many?

Worried about sending too many emails? Sending too many emails is a concern, but you also want to send more than just one! Consider these statistics when creating your end of year email campaign.

Nonprofit End of Year Email Statistics
Nonprofit Email Statistics-Double The Donation

Take a Multiple Email Approach to Your Year End Campaign

Often times one email will not do the trick! Consequently, a follow-up email is often effective in your campaign strategy. Similarly, studies show that a three email approach works well when completing an email appeal. This can be applied to your end of year email appeal and beyond.

First Email- Consider this your kick off email. Grab the attention of your readers, as you outline your purpose, mission, goals, and draw your donors into your story. This is an opportunity to demonstrate your impact story.

Second Email-Put your impact and goals into this email. In other words, give your reader action steps to take and connect their impact on your organization. Don’t forget to give them non-monetary actions as well, such as volunteering or sharing and being an advocate.

Third Email- Utilize this chance to instill a sense of urgency in your third email. Notify your readers about your financial and mission objectives and accomplishments.

Email Example with Statistics
Email Example

Personalize Your Outreach Email

A one size fits all approach is not the best way to reach out to your donors. Utilize resources such as Donor CRM Platforms to help make this process easier. Apply these tactics beyond your end of year email appeals as well.

Segmenting Preferred Methods of Communication

Donor CRM systems can help you easily segment donor information to help personalize your engagement with your donors and track those activities and touch points.

In particular, track their preferred method of outreach. For example, some people may prefer verbal communication while others may prefer written forms of communication like emails or text messages. Knowing which method of communication a person prefers can help ensure that the message is delivered in the most effective way possible.

  • Email
  • Mail
  • Phone Calls
  • Text Messages

Equally important is segmenting your donor communication lists to personalize your communications and ensure they are relevant to your donors, especially in your end of year email campaign. This can be accomplished by running gift reports and contact reports.

Personalize Based on Contact Information

Reports can be used to segment contacts, allowing for differentiated communication with different donor groups such as new donors, major donors and recurring donors.

Personalize Based on Gift Information

You can also segment and personalize data based on gift information. For example, running a last gift date report will help to avoid sending requests for donations to those who have already given in the current month. Additionally, a report showing who gave last year but not this year can be beneficial in segmenting and communicating with these donors. Suggested communication may include sending a "We miss you" email in order to re-engage them.

DonorDock Reporting for Year End Appeals

Tracking Donor Activities, Gifts, and Engagements

Similarly, track activities completed with your contacts and keep them up to date. Ensuring you are not inundating them or their inboxes.

Crafting an Engaging Subject Line: Tips for Encouraging Readers to Open Your Emails

  • Avoid spam type words such as Free, Buy, or Invest.
  • Use powerful verbs such as Imagine, Build, Empower and Join
  • Be concrete, confident, and action oriented.
  • Test it out! Instead of wondering if your subject line is effective, utilize tools to help evaluate your subject line.

Connecting Your Giving Page

Giving your readers actionable steps and an easy way to donate is crucial in your end of year email campaign. Linking your compelling giving campaign page is imperative.

Communicating Clear Messaging and Goals

Highlight your mission and how donations further that mission. Be specific and clear in your end of year goals.

  •  Your gift provides/helps________ so we can ____________.
  • Clearly state your campaign message and fundraising goals. Such as highlighting the donation impact
  • Display your goal and progress on your campaign giving page.
  • Define preset giving options and relay the impact that gift can have on your mission and organization.

Connecting Through Your End of Year Email Appeal

Ultimately, establishing a meaningful connection with readers, supporters, and donors is essential. The next step is to compose an engaging email appeal that allows individuals to relate to your organization's mission and goals.

Need help?

Check out our End of Year Email Templates in DonorDock. Customize your Year End Appeal and Year End Reminder templates and send your emails right in DonorDock.

DonorDock is always ready to partner with you as your CRM and Fundraising Platform provider. Reach out if you have questions!

Bridgette Bitzegaio
Written by
Bridgette Bitzegaio
Training Manager

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