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Well it is pretty darn Important!  An average of 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 the month!  That makes the end of year fundraising email an important part of your philanthropic totals.

A few things for you to consider as you prepare and send this critical email:

1. We know that, in fundraising, people give to people.  Your goal is for the donor to click and open your email.  They are more likely to do so if  the sender is a person’s name and not the name of the organization.  The sender could be you or a member of your board.
2. The topic of your email should also be personal. Make sure it is  inviting and engaging.  Brainstorm ideas with your staff and board to determine the best topic.
3. Once the donor has opened your email, make sure that you have done everything to make it easy to give! Embedded in the body of your email, should be a “donate” button that can be easily clicked.  Consider naming the donate button “Make a Difference” or “I want to help” or customize it to your organization, ie.  “Keep the Curtains Open” .
4. Consider when you send the email.  Most emails are sent during the work week and work hours.  Your donor’s email box is cluttered with lots of competition during these times.  Sending on the weekend will enhance the chances of your email standing out.   
5. Finally, don’t forget the importance of that last week in December to your fundraising totals! If your donors have not responded to your earlier request, send a reminder email the after December 25^th.  This email should be short and direct and, as always, include an easy way to give.

Good luck!  I wish you the very best as you finish the fundraising year!

Jill Nilsen