Thanks to the generosity and cheer of the holiday season, the last few months before the new year tend to bring in a sizeable amount of donations for nonprofit organizations. Most receive anywhere from 25-49% percent of their total yearly donations between the months of October and December. In order to make sure your donation goals get met, here are three ideas on how to craft a better year-end fundraising email.
1. Share stories of impact
Donors enjoy hearing about who your nonprofit helps and what their money will go toward accomplishing. Including a personal story about the impact your nonprofit has made in your fundraising email will draw readers in and will further inspire them to donate.
Example:
"Kyle is eight years old and in the second grade at Ben Franklin Elementary. His favorite school subject is science and loves to play outside with his three older brothers. Thanks to our generous donors last year, Kyle received a new winter coat and boots through our Coats 4 Kids campaign to help keep him warm while playing outside and riding the bus to school during our cold winters.”
2. State your goal
Stating in this email how much money you need to meet your yearly goal will give potential donors a better idea of how much they want to donate. Claire Axelrad, Principal at Clarification, says that it’s good to add a sense of urgency to your message. Potential donors understand the end of the year means closing of campaigns and that new ones often begin with the new year. Giving a clear indication of how far you need to go until your goal is met creates a clear message for potential donors.
Example:
“At Coats 4 Kids, our goal this year is to raise a total of $25,000 for our 2016 campaign. However, we still need to raise $4,170 to reach that goal and we can’t do it without your help. With your generous donation, we can continue making sure elementary-aged children like Kyle have the clothes they need to stay warm and healthy this season.”
3. Include a clear call to action
The ease or difficulty of donating to your charity could be the factor for whether it happens. Including a place in your year-end email that links to the donation form on your website is an easy way to ensure that if readers want to donate, it will be a quick and easy process for them to do so.
Example:
"Please click here to donate to Coats 4 Kids now.”
The end of the year is some of the most critical time for nonprofits and their marketing campaigns. Make sure all aspects of your marketing strategy and online fundraising are in order. At 4aGoodCause, we provide a platform to make sure your online fundraising is user-friendly and ready to help you raise money.
