Approximately 25% of all online revenue is receipted during the month of December. Even more importantly, roughly one third of that revenue is generated the last week of that month. I watched the most amazing video (by Steven Screen from The Better Fundraising Company ) on how to craft an effective email year end appeal for the last three days of the year. It is simple and guaranteed to be effective in increasing your year end donations. It requires three emails being sent December 29,30, and 31. So here is the template!
Email 1, December 29
1. Get straight to the point by asking for a donation with a deadline for giving.
2. State the outcomes of the donor’s gift, i.e. “Because of your gift today, ________”. Be dramatic!
3. Outline the reasons for the donor to give now (tax deduction, your organization wants to end the year strong, help make a donor match challenge, basic need), etc.)
4. Outline a shared value to make a connection with the donor. Examples could be that both of you care for children or both feel strongly about medical research.
5. Ask again for a gift with a deadline for giving.
6. Your signature
Email 2, December 30
1. Eliminate #2. Retain # 1,3,4,5,6. Use the same wording.
Email 3, December 31
1. Eliminate #2 and 3. Retain # 1,4,5,6. Use the same wording
Simple, right?
A few more points:
*Make your topic line interesting. A couple of ideas are “Just three days left to help” or “This is your last chance to make a difference”.
*Send it under your name and not the organization’s name. Donors are much more likely to open an email from an individual than from an organization.
*Finally, make it easy for your donors to give. Embed in your email a link to your online donation site.
Best of luck as your finish your successful fundraising year!!
Written by Dr. Jill Nilsen
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