5-Point Checklist for Year-End

Fundraising Emails

5-Point Checklist for Year-End Fundraising Emails

Tell a powerful story

5-Point Checklist for Year-End Fundraising Emails

Tell a powerful story

• A story about a real person• Weave the story arc throughout emails • Ask readers to become part of the story

5-Point Checklist for Year-End Fundraising Emails

Tailor messaging for each audience

5-Point Checklist for Year-End Fundraising Emails

Tailor messaging for each audience

• Previous donors• Volunteers • Advocates• New donors

5-Point Checklist for Year-End Fundraising Emails

Make it mobile

5-Point Checklist for Year-End Fundraising Emails

Make it mobile

• Use responsive templates• Send a test to your mobile device• Use single column templates• Use GIF images (these load faster)

5-Point Checklist for Year-End Fundraising Emails

Create auto-responders

5-Point Checklist for Year-End Fundraising Emails

Create auto-responders

• Say thanks• Ask new donors to share• Report back about their gift

5-Point Checklist for Year-End Fundraising Emails

Ask 7 times in December

• M&R study says nonprofits send 7 fundraising emails per subscriber in December

• Ask at least twice between 12/27 and 12/30

• Ask twice on 12/31

empowered byEmail Campaign Planning Workbook

Email Message Worksheet

Instructions: Complete  this  worksheet  for  each  email.

Sender:

Subject line (write 3 variations):

Pre-header:

First sentence (grab their attention):

Email message (2-3 short paragraphs):

Call-to-action (include 3 variations throughout email):

johnhaydon.com

Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd and 4th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

About John