At the heart of launching a successful fundraising drive is an effective email campaign. Be sure that your donor solicitation efforts achieve your revenue goals by following these best practices for your next email fundraising campaign.
#1: Be sure those you’re soliciting know what to expect. Donors and others you’re soliciting don’t like to be surprised by more or less emails than they anticipate. Let email recipients know right from the start what information you’ll be sending them, and how often. This goes for your regular monthly eNewsletters, and other email communications, including fundraising emails.
#2: Don’t Over-Promise Then Under-Deliver. In order to increase open rates, sometimes development marketers promise the moon with deceptive subject lines, then fail to deliver on the promise. Remember, open rates are only one criteria for judging the success of your email fundraising campaign. Conversion rates (or how often your recipients take action as a result of your email) are the real test of the effectiveness of your email solicitations. If you don’t deliver on the promise of your subject line, then your donors and prospective donors might decide to give elsewhere.
#3: Personalize Your Emails, But Vet the Information First. Personalizing emails is an effective strategy; however, it’s counterproductive if the name on the email isn’t right. Be sure to vet the information for accuracy, before doing a blanket SEND to your email marketing list.
#4: Segment Your Mailing List: Email segmenting can be very effective for target marketing to various demographic groups. You can segment your list by age, marital status, income level, when a donor is in the giving cycle, etc., and send content and messages that appeal directly to each specific segment.
#5: Test The Effectiveness of Your Emails Before You Send Them. In addition to testing personalization, you can also test the effectiveness of your emails by testing which pieces of content, calls to action and subject lines have the highest click-through rates. Divide your email list into two equal groups and send an A/B split test of your email to see which performs best.
#6: Focus on Content Versus Donations. When the main topic of your email is ‘Donate Now’ versus content that’s of interest to your supporters, your email fundraising campaign could come up short. Focus the content of your emails on what’s of interest to your supporters from their point of view. Establish trust and make an emotional connection before you close for greater impact and results.
#7: Include a Call to Action (CTA). The key to any effective solicitation is having one or multiple calls to action in your email. A call to action is some actionable, concrete next step for your donor or prospective donor to take that brings them into the fold of your organization, and ultimately, closer to writing a check, or making a donation online. Some examples of calls to action include:
- Learn How You Can Help
- Click to Volunteer
- Sign Up for Our Monthly Newsletter
- Volunteer Today
- Donate Now.
#8: Proof and Reproof for Spelling and Grammar Errors. Donors often judge an organization by what’s in the details, i.e., whether or not your marketing and fundraising communications are error-free. If you’re the author of an email or eNewsletter, be sure to proofread your draft multiple times for spelling and grammar errors. Then, ask a colleague that has a keen eye for detail to proofread the copy again, and again. Online tools such as grammarly.com can also help.