When the time comes to improve your online fundraising campaign, a high quality email list of donations should be the first thing you should consider. If you have successfully hooked donors to your nonprofit’s campaign and cause, you will have an easier time of growing your presence in the community and getting more financial aid.
So, how can you build a quality email list that will ensure your subscribers are from the right market: that they care about your cause, check your emails and give gifts?
Here are a few tips:
When people come online, they expect to get something, rather than give something. So, if you want your prospective donors to be interested in your cause, you need to give them something of value. When creating an email for them, try standing in your donors’ shoes and ask questions like, “What would I get in return?”
Here are some questions you need to ask:
- What would your donor be interested in?
- Which demographic do my donors come from?
- How should I target the demographic?
Using these questions and implementing them in your fundraising strategy can make you stand out and become quickly identifiable to the donor. You can use it to create personalized and memorable content that is specifically targeted towards your prospective donor and attract new supporters.
A lot of nonprofits are unable to provide monetary gifts, such as discount coupons, to their target market. But they can show proof of the good work their organization is doing. Nonprofits should make donors feel good about backing their cause and tempt them into giving cash gifts.
Use A Creative, Persuasive Sign-up Form
When creating a sign-up form for your donors to subscribe to, make sure the copy is compelling. Here are a few things you can do to persuade engagement from your target market:
- The copy should sound less demanding and more like an appeal from a friend.
- The copy should imply the benefits donors will receive by submitting their email address.
- It should also include a prominent call to action button.
Making your expectations clear during the initial sign-up stage enables your donors to understand exactly what to look forward to from your nonprofit organization.
Create Easily Noticeable Subject Lines
A lot of our email ends up in the spam or trash folder. One of the first things nonprofits can do to prevent this is to create attention-grabbing headlines. That means no vague headlines that don’t explain anything about your cause. An example of a bad headline would be, “Do you like animals?”
This question does not convey your message at all to your prospect. Instead of this, you can write, “Contribute now to [nonprofit’s name] to rescue and rehabilitate abused dogs, monkeys and bears.” This line not just gives your nonprofit’s name to the reader but also explains what your money will be used for.
Focus on Right Sequencing
When you are making a donation appeal face-to-face, it is OK to go slow and steady. But when you ask for donations in an email, your reader needs you to get straight to the point. If your email is cluttered with a month’s-worth of announcements, it is bound to confuse the reader. Make it short, to the point and drive your supporter quickly to your donation page — otherwise, your email will land in the trash folder. So, make sure that you start your conversation in an effective and orderly manner, using proper permissions, where required.
You can start by thanking the reader for caring about your cause and then in the next two lines gently invite them to your fundraising effort and ask them for financial gifts.
Collect Emails Offline
If you are hosting a fundraising event, request visitors to write down their email addresses when they are buying tickets, so that they can opt-in to your list. You can also pass around an email sign-up sheet during volunteer meetings and other events.
Growing an email list of donations is not an easy task. But if you take the above considerations into account, you can hype up the excitement around your nonprofit and use emails to effectively hook your donors.