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Insights from Karen Climer about fundraising and nonprofit organizations

Send At Least Two Email Solicitations At The End Of The Year

December 20th, 2013 by Karen Climer

Are you ready for Giving Tuesday?  Not #GivingTuesday.  I’m talking about Tuesday, December 31 – the busiest online giving day of the year.  This is the one day of the year that donors wake up and say, “I think I’ll make a donation to my favorite charity today without them having to ask me!”

OK, maybe you’ll have one or two donors that say that.  For the other thousands of donors, you’ll need to remind them that it is the last day of the year and that your nonprofit is important.  You need to send an email solicitation on December 30 and December 31.  

Yes, send an email both days.  That is not overdoing it.  In fact many organizations will send three emails in that last week.  I know of some organizations that are sending two emails on December 31, one in the morning and one in the afternoon.  The end of the year only happens well, once a year.  You don’t want to waste this opportunity.

Make your emails short, emotional, and visual with a link to your donation page.  Don’t ask them to like you on Facebook.  Don’t mention the event you are having in April.  Just ask them to donate, and be sure the donate button is easy to find.

Please please please do not make your case by saying that they should donate because it is December 31.  The case is that you are improving the world.  The urgency is December 31.

I’ve talk to some people that are taking the next two weeks off.  If that’s you, write the emails today and schedule them to be sent out on December 30 and December 31.  If you send both emails, I think you will be very happy when you return to the office next year.

Posted in Email, Year-end fundraising

2 Responses

  1. Me

    What if our national offices send out one ask and we’d like to do more?

  2. Karen Climer

    Let’s see … you work for the local chapter of a national organization. The national office is sending out one email and you want to do your own. I say, “Go for it!”
    In fact, it may get a better response than the national email if it is localized. You can mention things that are happening locally, which makes it more personal than a big national organization. Hint: Making it local requires more than changing the name of the city or county. Talk about local events (not your charity events, but other community events), local sports teams, local news, local celebrities, etc.
    The other thing to do is to make it complement the national office email. You don’t want it to appear like the right hand doesn’t know what the left hand is doing.
    Good luck!

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