How to Craft Your Giving Tuesday Email Strategy

How to Craft Your Giving Tuesday Email Strategy

Giving Tuesday Cheatsheet >>

email strategy

Your email strategy can be the deciding factor in whether you achieve the day’s big fundraising goal on Giving Tuesday. Use an email marketing tool that integrates with your nonprofit’s CRM to track donors’ engagement with your Giving Tuesday communications, so there’s no need to guess what is resonating with your supporters.

Start out by analyzing which subject lines garnered high open rates so you can replicate similar language in this year’s campaign. Next, determine your click-to-open rate on each of your Giving Tuesday emails. For those that performed well, note what kinds of messaging and calls to action resulted in above-average engagement.

Compile a document of your Giving Tuesday takeaways with a summary of the campaign elements that helped you best connect with donors and be sure to incorporate them in your emails for this year.

Finally, consider adding some fresh aspects to your Giving Tuesday email campaign. This 24-hour giving celebration provides your organization with the perfect opportunity to explore new terrain such as:

Nonprofit crowdfunding
A Giving Tuesday ambassador program
Specifically asking for monthly gifts

After all, you never know. The Giving Tuesday wild card addition you choose this year could be what carries you all the way to your goal.

DonorPerfect's Giving Tuesday kits mockup

Get Started with These Giving Tuesday Email Templates and Timeline

Before you go any further, get all the templates you need delivered right to your inbox! Request The #GivingTuesday Fundraising Template Kit and The New Donor Welcome Series Template Kit here.

These email send dates will help you get the word out and keep your supporters updated on your Giving Tuesday goal progress throughout the day. Check out the corresponding template for each one below.

Before Giving Tuesday
Campaign Reveal Email: 21 days before Giving Tuesday
Social Media Ambassador Emails (Available here): 14 days before Giving Tuesday
Giving Tuesday Reminder Email: 1 day before Giving Tuesday

On Giving Tuesday
It’s Here Email: Giving Tuesday at 8:00 AM
Giving Tuesday Goal Update: Giving Tuesday at 4:00 PM
Last Call Update: Giving Tuesday at 8:00 PM

After Giving Tuesday
Thank You Email: 1 day after Giving Tuesday (Available here)

Campaign Reveal Email

Subject Line: Our 2020 Giving Tuesday Fundraising Campaign is…

Image of the Giving Tuesday campaign launch email.

#GivingTuesday Reminder Email

Subject Line: [CAMPAIGN NAME] [Example: Giving Foods-Day] for Giving Tuesday starts tomorrow!

Giving Tuesday reminder email template

It’s Here Email: Giving Tuesday at 8:00 AM

Subject Line: Give now to support  [CAMPAIGN NAME] [Example: Giving Foods-Day] for Giving Tuesday!

Giving Tuesday is here email template

#GivingTuesday Goal Update: Giving Tuesday at 4:00 PM

Subject Line: Giving Tuesday Goal Update: We need your help. Just [#] [Example: 8] hours left!

Giving Tuesday goal update email template

Last Call Update: Giving Tuesday at 8:00 PM

Subject Line: Last chance! Help us reach our Giving Tuesday goal. Just [#] [Example: 4] hours left!

Giving Tuesday last call email template
The New Donor Welcome Series Template Kit mockup

What Kind of Emails Should I Send After Giving Tuesday?

Great question! Your new donor welcome series is one of the biggest drivers of donor retention for all the folks who discovered your awesome organization by participating in Giving Tuesday. Is it updated with the latest information? Engaging donors as they seek to contribute your mission in this “new normal” we’re living in? We can help you get it up to snuff just in time for Giving Tuesday. Get The New Donor Welcome Series Template Kit here.

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