{"id":25834,"date":"2022-08-23T12:28:12","date_gmt":"2022-08-23T16:28:12","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=25834"},"modified":"2024-07-11T16:31:52","modified_gmt":"2024-07-11T20:31:52","slug":"giving-tuesday-email-strategy","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/givingtuesday\/giving-tuesday-email-strategy\/","title":{"rendered":"Giving Tuesday Email Strategy: Tools & Timeline"},"content":{"rendered":"

With the cost of direct mail production on the rise, many nonprofits are turning to email marketing as a cost-effective alternative. This is especially true on Giving Tuesday – a time-sensitive, online giving event – as it can be difficult to guarantee timeliness through the Postal Service. Emails and social media posts<\/a> keep nonprofits engaged with their constituents throughout Giving Tuesday, sending communications at the times of day with the highest traffic<\/a>.<\/p>\n

Think about how easily you could write Giving Tuesday emails if you knew exactly what would resonate with your supporters and could guarantee their engagement. With nonprofit email marketing<\/a> tools that integrate with your CRM, you can reduce guesswork and inform your Giving Tuesday communications before you begin your campaign, making it much easier to reach and exceed your fundraising goals.<\/p>\n

There are five aspects of nonprofit email marketing<\/a> that can dramatically improve the performance and execution of your Giving Tuesday communications.<\/p>\n

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Best-in-class Giving Tuesday email tools<\/h2><\/header>\n

1. Email analytics<\/h3><\/header>\n

Know who is opening, clicking, and sharing your emails and social media posts.<\/b><\/p>\n

Past campaign results are the best indication of your most effective fundraising emails. Each time you start planning a Giving Tuesday campaign, you can start by reviewing analytics from your previous campaigns.<\/p>\n

Pay special attention to the emails, subject lines, and calls to action<\/a> with the highest open and click-through rates<\/a>. Compare your high-performing emails against lower-performing emails, and consider what made them more successful. Was it personalized content? Was it a compelling image or impact story? For the future, make a habit of summarizing the Giving Tuesday campaign elements that helped you best connect with donors.<\/p>\n

If you already know what works<\/a>, and you’re more concerned with the here and now, an analytics dashboard will allow you to monitor the success of your emails in real-time!<\/p>\n\"Example\n

2. Email templates<\/h3><\/header>\n

Skip the writing – add your nonprofit’s details to a ready-made email template.<\/b><\/p>\n

If you’re one of the 85,000 businesses and nonprofits that use Constant Contact, you already know that you can easily customize professional email templates and add your branding<\/a> with a drag-and-drop editor. To drive revenue and results even further, nonprofits who fundraise with DonorPerfect are able to integrate Constant Contact<\/a> with their fundraising system for seamless execution of their Giving Tuesday campaign.<\/p>\n

In fact, DonorPerfect users have access to more than 25 exclusive Constant Contact fundraising email templates<\/a>, including Giving Tuesday, crowdfunding, welcoming new donors, monthly giving<\/a>, and more.<\/p>\n\"An\n

3. Segmented lists<\/h3><\/header>\n

Import, store, and segment contacts to ensure your emails resonate.<\/b><\/p>\n

It’s frustrating to be inundated with emails that don’t apply to you. With integrated email marketing<\/a>, you can create email lists<\/a> for your specific Giving Tuesday groups in minutes. Think of donors who gave on Giving Tuesday last year, donors who give in the last three months of the year, or donors who respond well to time-sensitive causes.<\/p>\n

Each group will only need a slight tweak to your Giving Tuesday email template to make it personalized. For example, “Thank you so much for your participation last year” vs. “We noticed you prefer to give toward the end of the year.” That little bit of personalization goes a long way with donors, making them feel called to action and letting them know their contributions don’t go unnoticed.<\/p>\n