Tips + Templates
Appeal to Last-Minute Donors via Email
Year-end giving is extremely important to the success of your organization. Some organizations raise almost 50% of their annual funds just from their year-end appeals. In fact, Nonprofits Source reports that 10% of all annual giving comes in the last 3 days of the year.
How can you nudge last-minute donors to support your organization? Our short email templates and expert tips will help you grab their attention during the last week of the year.
How to Write Emails Donors Will Actually Read
Since the end of December is one of the busiest times of the year for donors, you need to grab their attention and move them to donate, by making sure your emails jump out from the rest of the list.
Tip #1 Click-Worthy Content
Use click-worthy email subject lines to ensure your emails get read. Clever and witty subject lines create interest and avoid the dreaded SPAM filters. If you struggle in this area, check out this email subject line tester from Co-Schedule.
Tip #2 Make it Personal
Engage your donors with more personalized content in your emails. Constant Contact offers these tips to help your emails stand out by adding contact details and emojis to your email subject lines.
Tip #3 Make the Connection
Spark emotion and give donors a good reason to donate. Share compelling stories that connect your supporter to the impact of their donations. Use terms like “because of you” to demonstrate their partnership in making your outcomes happen.
Tip #4 Tick Tock, Times Up!
Create a sense of urgency by reminding supporters to donate before the year ends. If you have a matching donation, inspire donors with the specific goals you’re trying to reach.
Grab Last Minute Donors With These 3 Quick Emails
With these tips in mind, try sending these 3 emails the last week of December to nudge last minute supporters to donate. Be sure to personalize them to fit your organization’s mission and needs.
End of Year Donation Email #1
WHEN TO SEND IT: Monday, 12/23
SUBJECT LINE: We Need You!
Hi [FIRST NAME],
Time is running out to [ORGANIZATIONAL NEED].
As a , we’re so grateful to partner with you to [ACHIEVEMENT]. Because of you, the lives of [PROGRAM RECIPIENTS], have been changed forever. We could not have done it without your support in the past.
Would you consider joining with [ORGANIZATION NAME] again this year to [RESTATE ORGANIZATIONAL NEED]?
End of Year Donation Email #2
WHEN TO SEND IT: Friday, 12/27
SUBJECT LINE: Hurry! Last Chance To Help Animals 2x As Much
Hi [FIRST NAME],
We’re so close to meeting our goal but we still need your help to save thousands of lives in 2020!
[ORGANIZATION NAME] will receive a [MATCHING GIFT OR FUNDRAISING GOAL] if we reach $50,000 in personal donations during the month of December. We still have [MILESTONE] left to go but it has to be in before 12/31 to count.
Can you help us reach our goal?
End of Year Donation Email #3
WHEN TO SEND IT: Tuesday 12/31
SUBJECT LINE: Will You Make It By Midnight?
Hi [FIRST NAME],
There are just a few hours left to make your tax deductible donation to [ORGANIZATION NAME].
There are lots of options when selecting a charity for your end of year giving. Why not choose [ORGANIZATION NAME]? You’ll make a huge difference for [PROGRAM RECIPIENTS] (Example: over 1000 animals that are housed and cared for our no-kill shelter) each year.
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