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!
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.
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.
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.
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.
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.
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.
Reports can be used to segment contacts, allowing for differentiated communication with different donor groups such as new donors, major donors and recurring donors.
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.
Similarly, track activities completed with your contacts and keep them up to date. Ensuring you are not inundating them or their inboxes.
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.
Highlight your mission and how donations further that mission. Be specific and clear in your end of year goals.
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.