When giving season comes around, nonprofits are in overdrive, working to increase donations so that meaningful work can be done in the new year. It’s exciting! And stressful!
In that moment, nothing sounds better than just sending out some automated, one-size-fits-all fundraising emails. Especially since email accounted for more than 26% of online revenue for nonprofits in 2016. Automating the process sounds like easy money, right?
Not exactly. Email has proven to be really valuable, but only when done right. Yes, you are typing words on a machine and sending those words to another person’s machine. But the keyword there is person.
Remember that you’re engaging with human beings — and very different ones at that. You wouldn’t send your mom the same gift you’d send your nephew. You don’t call your friends just to ask for a favor (and when you do, you don’t ask every friend in the same way). You tailor your gifts and your appeals based on the person and on your relationship.
To really connect with your supporters — and drive them to donate — consider running a highly segmented email campaign this giving season. Divide your list based on donation amount or donation behavior. For each type, your segments could be the following:
- Users: Have never donated
- Lapsed donors: Haven’t donated in 1 or more years
- Active donors: Donated in last year
- Repeat donors: Have donated multiple years in a row or to more than one campaign
- Top donors: $$$$ or more donors
Some of you may be thinking, “why don’t I just reach out to my top donors for the big bucks and save myself time to catch up on my shows?” I feel you. As valuable as those top donors are, a lot of small donations can add up! Plus, it helps to remind your supporters of your amazing work, and unite them towards driving real impact. Best case scenario: Motivated supporters become repeat donors, which is one of your most valuable segments in the long term.
Now, dividing your list into these donor segments requires some work, but it will pay off (#kaching) in the end. To help you out on the writing side, we’ve created templates for the different donor audiences, plus a little description about the content choices we made. For all these emails, remember to always, always include plenty of links to your donate page, visual content (images and/or videos), and a clear call to action at the end. Sign up to get the templates below.
For $0 donors or Users
These are your contacts who have not donated in the past; use this list to turn contacts into first time donors.
This list calls for less personalized messaging and lighter asks than the other segments. Contacts may be less familiar with your organization than donors, so take time to tell them about the amazing things you do and what their contribution will help you accomplish. Ask for a small donation amount or offer a smaller range of donation amounts to ease them into it.
For the $-$$ donors
This list is your smaller and/or newer donor pool. These people have expressed interest and engaged with your organization by giving in the past, but are not among your “all star” donors (yet).
Thank this list for their past donation and support, and ask for a donation amount or range that is just slightly above what they donated before. Consider adding a list of programs/items that can be paid for with even the smallest donation. An example from UNICEF:
For the Donors from Last Year
These people engaged with your organization’s campaign in the last year. Specifically reference that campaign in your communication to tell donors that you remember and appreciate their gifts. Show them what you were able to accomplish with the money donated from that campaign, and share your goals for this year.
For the Lapsed Donors
These individuals donated in the past, but haven’t donated in the last year or two. Thank them for being a part of your community and donating in the past, and remind them why they donated either to your cause in general or a specific campaign. Tell them all that you were able to do with the past donations, and outline your goals for this year.
For the Repeat Donors
Send to the top accounts who have repeatedly donated over time. These donors have shown high engagement with the organization. Contact each of these donors with personalized messaging. Send a direct ask, don’t be shy! Notice this email is not sent from an email platform, but from an individual’s email account.
For the Top Donors
Send individual emails to the top 25 single value donations. Each of these accounts will have made a large donation (determine your exact $ amount range based on your past individual donations) within the last 5 years.
Contact each of these donors with personalized messaging to appeal for high value gifts. Remind them why they donated before, whether it was at an event, to support a specific campaign, or just to your cause in general, and ask them to contribute to your goal.
If they have a personal connection to a particular employee at your organization, have that person reach out to them individually. Some of your top donors may be on your board: if your organization has set (or previously communicated) expectations for donors, then send an email announcing the campaign and reminding them of the board’s goals. If your organization does not have set or clear expectations from donors, send individual emails thanking them for being on the board, outlining your fundraising goals, and asking them to contribute.
Don’t be shy, and say those numbers. Like repeat donors, this email is not sent from an email platform, but from an individual’s email account.