When thinking about your organization’s emails, it’s always a good idea to step back and consider the number of emails you get in a single day. How often do you open an email for less than a few seconds? Or mark one as ‘read’ without actually looking at it?
During the last few months of the year, your constituent’s inboxes are likely flooded with messages — holiday promotions, virtual event invitations, appeals from other organizations. How will your Giving Tuesday emails stand out from the crowd?
This year, Giving Tuesday falls on December 1st. If you haven’t yet, now’s the time to get your strategy in shape.
In this post, we’ll be going over the three Giving Tuesday emails you’ll want to send: announcement emails, day-of promotional emails, and thank you emails.
Giving Tuesday best practices are essentially just standard email best practices. As long as your existing strategy covers all the basics (i.e., an engaging subject line, readable design, informative copy), you’re ready to jump into drafting your Giving Tuesday emails.
If you can, customize your email template to reflect your Giving Tuesday campaign. Small touches, like incorporated the approved logos and images, can make your message stand out from your other appeals.
For approved GivingTuesday logo files, visit the GivingTuesday website.
This year, Giving Tuesday will take place on December 1, 2020. Let your audience know that you’ll be participating in an initial outreach email.
Remember, the average nonprofit has a 24% open rate on any given email. That means 3/4ths of your contact base might not notice if you only send one. Schedule 3-5 emails to go out during the month leading up to Giving Tuesday to make sure your audience base is aware of your upcoming campaign.
An initial outreach email should:
“Of the 2018 Giving Tuesday participants, 28% gave money, and 37% gave in other ways (donating food, clothing drives, and other nonmonetary giving such as volunteering). 35% did both,” Kathleen Murphy, Director of Digital Communication for #GivingTuesday.
Three ideas for your initial Giving Tuesday outreach email’s subject line:
The emails you send on your campaign’s day should be focused on building excitement and encouraging donations. Timely communications can make supporters feel like they’re right there with you, so we suggest preparing 2-3 emails to send throughout the day.
Your day-of promotional emails should:
Three ideas for your day-of Giving Tuesday email’s subject line:
Show your new Giving Tuesday donors you appreciate them and value their contributions to your mission with a prompt and sincere thank you. When done correctly, it can be a cornerstone of donor retention.
Your “thank you” email should:
Three ideas for your Giving Tuesday thank you email’s subject line:
Just remember, the most important part of your campaign is to encourage continued engagement. Your emails should intuitively lead to actionable behaviors, and if you execute this strategy correctly, you’ll have no trouble accomplishing this goal.