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Insights from Karen Climer about fundraising and nonprofit organizations

Four Quick Tips To Make This The Most Wonderful Time Of The Year!

December 29th, 2015 by Karen Climer

America is a nation of procrastinators. Every year, December 31st is the top day for donations. In fact, 12% of all donations come in the last three days of the year.  This Thursday is charity’s version of Black Friday. This is our Super Bowl Sunday. You can’t afford to ignore December 31st.

I recommend sending a minimum of three emails on December 31st to your email list. Yes, three. No, that is not too many. No, you will not have a massive influx of opt-outs because you send several emails one day of the year.

Here are four quick tips for your emails:

1. Spread the three emails over the course of the day. For example, one at 10am, the second at 2pm, and the last at 7pm. (These times have not been tested. They just seem good to me.)

2. You will be tempted to spend the majority of the email focusing on the tax deadline. Don’t do that. Focus on the mission. Yes, you can mention the midnight tax deadline, but the core of the case is the mission.

3. Use a email subject line that makes people want to open the email. Here are a few suggestions:

  • Procrastinators unite
  • Need a last minute gift? It’s right here.
  • We’re almost out of time
  • Your gift will be DOUBLED!
  • How many children will die in 2016?
  • Five reasons why 2015 was the best year ever
  • Make 2015 count

4. Include a link directly to your donation page. Not to your home page, but to the donation page.

The most important thing is to send these emails. Don’t read this blog posting and say, “That’s a great idea. We should do this next year.” Do it this year!

Posted in Email, Year-end fundraising

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