Part of the reason why these nonprofit brands are so recognizable is because they have marketing campaigns that work, and that includes their fundraising emails.<\/p>\n
“Part of the reason why these nonprofit brands are so recognizable is because they have marketing campaigns that work…”<\/em> <\/i>tweet this<\/span><\/a><\/h3>\nFollow the fundraising email lessons and tips shared below to help you refresh, update, and\/or change your fundraising emails for the better.<\/p>\n
charity: water<\/h2>\n
![\"Fundraising](\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2016-06-01-at-12.50.49-PM.png\")
<\/p>\n
charity: water<\/a> has revolutionized the way nonprofits send out fundraising emails for over a decade. Here\u2019s why we think this particular fundraising email stands out:<\/p>\n1. It Contains A Powerful Picture<\/h3>\n
Pictures can turn your fundraising email <\/a>from average to outrageously great, and charity: water perfects this. Their fundraising emails often contain images of people and scenes of the work they do and the people they serve around the world. This particular email features a real picture (not a stock photo) of an individual, two best practices when using images in fundraising emails.<\/p>\n2. We See A Bold Call to Action<\/h3>\n
charity: water doesn\u2019t hide the call to action within the text of the fundraising email. Instead, the call to action<\/a> within the text of the email is hyperlinked and in a different color than the rest of the text. In addition, the actual donate button is a different color and stands out on the page.<\/p>\n3. It\u2019s Short and Sweet<\/strong><\/h3>\nWith fundraising emails, shorter is better. Writing between 2 and 4 paragraphs is ideal, and this email keeps the content strong yet succinct.<\/p>\n
St. Jude\u2019s<\/h2>\n
![\"Fundraising](\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2016-06-01-at-12.58.22-PM.png\")
<\/p>\n
St. Jude\u2019s has had a strong television and direct mail campaign for years, but their fundraising emails have taken the best aspects of their fundraising techniques and repackaged them into a powerful fundraising email campaign.<\/p>\n
Here are 3 reasons why this email encourages donors to give:<\/p>\n
1. It Uses A Good Story<\/strong><\/h3>\nYour story helps to connect <\/a>to your audience to your work through empathy, and St. Jude\u2019s tells a very good story in this fundraising email. It\u2019s a personal yet informative view of the work of the organization. At the end of the story, the attention is directed back to the donor\/email recipient<\/a> with the sentence, \u201cThanks to you generous donations…\u201d<\/p>\n2. It Features Images With People<\/strong><\/h3>\nWe talked about using real images<\/a> featuring one person above in the charity: water example, but this fundraising email also shows just how impactful images can be when the people featured in them are looking straight at the camera. Georgia Tech and Yahoo found that photos with faces are more likely to engage your readers by as much as 38%<\/a>!<\/p>\n3. We Know Where Donations Go<\/strong><\/h3>\nDonors don\u2019t just like to know that they\u2019re giving to a worthwhile organization, they want to know how their donations are spent.<\/p>\n
While this frequently occurs on the backend of a fundraising campaign, your donors may be more inclined to give if know where it is going ahead of time. In this email, we learn through the words of a recipient of services how donations<\/a> changed her life for the better.<\/p>\nRed Cross<\/h2>\n
![\"Fundraising](\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2016-06-01-at-12.54.57-PM.png\")
<\/p>\n
The Red Cross is an international organization whose work touches the lives of millions. Their fundraising emails oftentimes give an intimate view of the lives of those they help.<\/p>\n
Here are a few reasons why we think this fundraising email encourages action:<\/p>\n
1. It Uses A Video<\/strong><\/h3>\nWe haven\u2019t talked a lot about using videos in fundraising emails<\/a>, but they can be an extremely effective tool to engage and inspire your audience. First-hand accounts of how an organization impacted a person\u2019s life puts a face behind your cause and has the potential to tell your story better even better than a written story.<\/p>\n2. The Email Is Signed By An Actual Person<\/h3>\n
The email sender really does matter when sending out a fundraising email. On the same note, your email should be signed by a person, not your organization or a logo. While this email was signed by a Vice President of the Red Cross, your emails can be signed by your CEO, fundraising chair, staff member, or board director.<\/p>\n
3. It Features A Single Column Layout<\/h3>\n
Have you noticed a common layout for all 3 of these emails? They all feature a single column, which is the ideal layout for mobile devices. It\u2019s easy to overlook mobile optimization<\/a>, but it\u2019s a necessity. In fact, 53% of emails<\/a> are first opened on a mobile device. If you want your readers to open and engage with your emails, then start by using this layout.<\/p>\n“If you want your readers to open and engage with your emails, then start by using this layout…”<\/em> <\/i> tweet this<\/span><\/a><\/h3>\nTake a look at your nonprofit\u2019s fundraising emails and figure out which ways you can incorporate some of these best practices. You may find that while some are easier to implement, such as layout and signature, other techniques require forethought and extra work, including finding or writing relatable stories.<\/p>\n
Take the time to learn about what your audience wants to know about your organization, and use client stories to show your donors just how important their donations are to real people. If you don\u2019t know where to start, try A\/B testing<\/a> to figure out what content works best for your readers.<\/p>\n
<\/p>\n1. It Contains A Powerful Picture<\/h3>\n
Pictures can turn your fundraising email <\/a>from average to outrageously great, and charity: water perfects this. Their fundraising emails often contain images of people and scenes of the work they do and the people they serve around the world. This particular email features a real picture (not a stock photo) of an individual, two best practices when using images in fundraising emails.<\/p>\n charity: water doesn\u2019t hide the call to action within the text of the fundraising email. Instead, the call to action<\/a> within the text of the email is hyperlinked and in a different color than the rest of the text. In addition, the actual donate button is a different color and stands out on the page.<\/p>\n With fundraising emails, shorter is better. Writing between 2 and 4 paragraphs is ideal, and this email keeps the content strong yet succinct.<\/p>\n St. Jude\u2019s has had a strong television and direct mail campaign for years, but their fundraising emails have taken the best aspects of their fundraising techniques and repackaged them into a powerful fundraising email campaign.<\/p>\n Here are 3 reasons why this email encourages donors to give:<\/p>\n Your story helps to connect <\/a>to your audience to your work through empathy, and St. Jude\u2019s tells a very good story in this fundraising email. It\u2019s a personal yet informative view of the work of the organization. At the end of the story, the attention is directed back to the donor\/email recipient<\/a> with the sentence, \u201cThanks to you generous donations…\u201d<\/p>\n We talked about using real images<\/a> featuring one person above in the charity: water example, but this fundraising email also shows just how impactful images can be when the people featured in them are looking straight at the camera. Georgia Tech and Yahoo found that photos with faces are more likely to engage your readers by as much as 38%<\/a>!<\/p>\n Donors don\u2019t just like to know that they\u2019re giving to a worthwhile organization, they want to know how their donations are spent.<\/p>\n While this frequently occurs on the backend of a fundraising campaign, your donors may be more inclined to give if know where it is going ahead of time. In this email, we learn through the words of a recipient of services how donations<\/a> changed her life for the better.<\/p>\n The Red Cross is an international organization whose work touches the lives of millions. Their fundraising emails oftentimes give an intimate view of the lives of those they help.<\/p>\n Here are a few reasons why we think this fundraising email encourages action:<\/p>\n We haven\u2019t talked a lot about using videos in fundraising emails<\/a>, but they can be an extremely effective tool to engage and inspire your audience. First-hand accounts of how an organization impacted a person\u2019s life puts a face behind your cause and has the potential to tell your story better even better than a written story.<\/p>\n The email sender really does matter when sending out a fundraising email. On the same note, your email should be signed by a person, not your organization or a logo. While this email was signed by a Vice President of the Red Cross, your emails can be signed by your CEO, fundraising chair, staff member, or board director.<\/p>\n Have you noticed a common layout for all 3 of these emails? They all feature a single column, which is the ideal layout for mobile devices. It\u2019s easy to overlook mobile optimization<\/a>, but it\u2019s a necessity. In fact, 53% of emails<\/a> are first opened on a mobile device. If you want your readers to open and engage with your emails, then start by using this layout.<\/p>\n Take a look at your nonprofit\u2019s fundraising emails and figure out which ways you can incorporate some of these best practices. You may find that while some are easier to implement, such as layout and signature, other techniques require forethought and extra work, including finding or writing relatable stories.<\/p>\n Take the time to learn about what your audience wants to know about your organization, and use client stories to show your donors just how important their donations are to real people. If you don\u2019t know where to start, try A\/B testing<\/a> to figure out what content works best for your readers.<\/p>\n2. We See A Bold Call to Action<\/h3>\n
3. It\u2019s Short and Sweet<\/strong><\/h3>\n
St. Jude\u2019s<\/h2>\n
<\/p>\n1. It Uses A Good Story<\/strong><\/h3>\n
2. It Features Images With People<\/strong><\/h3>\n
3. We Know Where Donations Go<\/strong><\/h3>\n
Red Cross<\/h2>\n
<\/p>\n1. It Uses A Video<\/strong><\/h3>\n
2. The Email Is Signed By An Actual Person<\/h3>\n
3. It Features A Single Column Layout<\/h3>\n
“If you want your readers to open and engage with your emails, then start by using this layout…”<\/em> <\/i> tweet this<\/span><\/a><\/h3>\n