The year-end is considered as the giving season, and most nonprofits see it as their time to ask donors for one last donation — and why not; a very big percentage of charity gifts is acquired during this type. However, it can be a bit hard to justify to your donor why they should send in money. Here are five great end-of-year fundraising email ideas that can get you the donations you require.
Late November is the perfect time to remind your donor base how grateful you are for their continued support. You can tell your donors what you have been able to achieve because of your contribution and what you need to accomplish by the end of the year. But should you ask for a donation?
No, not at all. This is a giving season, and the sole purpose of the email should be to express your thanks. You can also link your customer a free blog post, video or infographics about how much impact they had on the nonprofit.
This type of email makes your donors feel appreciated and built longer relationships. If your donor feels valued, they would be willing to pay attention to your next email and give gifts more frequently.
The Survey Email
It is quite mystifying to think that sending an email survey can get you gifts. In fact, it doesn’t — at least, not immediately. There are some straight-to-the-point emails that make a hard ask for money; most nonprofits send these types of emails towards the very end of December. However, a survey is another way to build a better relationship with donors and soften them up for a future gift ask.
You can send this type of email a bit earlier in the season, probably even before Thanksgiving. Your email should contain no more than 10 questions (and possibly less) which asks donors about any queries and concerns they have about your nonprofit. This type of email helps donors lower their defenses as they feel the organization is invested in their opinions and is willing to give them a voice. They may be more amenable to giving you gifts when you send another email later in the season.
Giving Tuesday Email
In 2018, Giving Tuesday raised $400 million for nonprofits, schools, civic organizations, and other businesses. To make the best use of this occasion, send your donors an email one day prior to the day, educating them about what Giving Tuesday is all about and asking them to participate in the ground-breaking movement.
You can also send an email early in the morning of Giving Tuesday, which does not directly ask for a donation, but gives donors a freebie that they may be interested in, like a free ebook, quiz or a video. You can place an instant donation page, right after they hit the freebie button.
Close the email series with a direct ask I the middle of the afternoon.
In the United States, 10% of annual charitable donations are made in the last 3 days of the year. During these days, you can send an email that gives off a sense of urgency. Let your donors know that this is their last time that they can make a tax-deductible gift this year. Let them know that there is still time to donate and say, bring water to Ethiopia, or to save lives of the Hurricane Maria victims. Try to email the receipts immediately following the gift for the donor’s convenience.
Do not send every one of these emails to every single one in your donor list. Instead, segment your list, based on donation amount, donation frequency, donation time, donor age and gender and donation method.
When you branch out your end-of-year fundraising email, you engage with every one of your donors in a more meaningful way.