The Anatomy of a Successful #GivingTuesday Email
This post is contributed by our friends at Constant Contact, an easy-to-use email marketing platform designed to help nonprofits like yours spread the word about your mission.
As a nonprofit, your schedule is more than jam-packed – but with the holidays right around the corner, now is the time to sit down and write an email for your end-of-year fundraising and volunteer efforts. Your goal of this email is to tell a story that builds a connection and inspires your supporters to take action for a special day that is celebrated each year: #GivingTuesday. #GivingTuesday is recognized on the Tuesday after Thanksgiving and marks the beginning of the charitable giving season. This year, #GivingTuesday is on November 27th.
But where do you start? We’ve got you covered! This simple 3-step formula will take the stress out of writing your #GivingTuesday email campaigns. Whether you’re asking for donations or volunteers, just answer the question listed for each of the following steps.
The recipe for the perfect #GivingTuesday email
Step 1. Headline – What are you trying to accomplish?
As the largest text of your email, the headline should state your purpose so that readers understand what your message is about. It should be a quick line of text that encourages your contacts to read further.
Also, make sure to add your organization’s branding to every email you send out so that potential donors will easily recognize that it’s coming from you.
See the example below, not only is the campaign loud and clear, but the intention of the email is directly stated early on:
If you’re using Constant Contact for your email marketing, we make it easy to create emails with our special holiday-themed templates. Log in to use our #GivingTuesday template today.
Step 2. Message body – Why should the reader care?
Under the headline is your message body. This is where you want to provide a brief description that elaborates the goal of your message and why the reader should care. Think carefully about how you can make your message stand out during the holiday giving season. Every email you send out should provide a clear and concise message that can easily be read on any device.
Remember, your text should remain short and sweet. Provide just enough information that helps them to make an informed decision to support your organization. The below describes how you can create the perfect #GivingTuesday message for your email:
Step 3. Call to Action – How can the reader get involved?
People join your mailing list because they want to support your cause. The call-to-action, or CTA, is designed to drive the reader towards an action, whether that is to click a link, read a blog, get more information or get involved. Invite them to be a part of your mission and tell them what you want them to do after reading your email.
In this example, the call to action is to “Make a contribution today”. It uses action-oriented words and links to the website where the reader can fill out the required information.
Create an email focused on that one call to action you want to inspire on #GivingTuesday. Let people know about your #GivingTuesday project in advance, so they can plan to participate, whether that’s by donating or volunteering. And always keep your call to action clear.
Create a #GivingTuesday email campaign that drives results
You’re now ready to create and write your next email campaign. Spend a few minutes to answer these 3 questions and you’ll have your email finished in no time without the extra stress.
Learn how to bring your fundraising online just in time for #GivingTuesday with the new downloadable guide, #GivingTuesday Ideas for 2018.The Anatomy of a Successful #GivingTuesday Email