When creating your year-end email appeals, remember these six key ingredients:
1. An easy to find donation button.
Some donors will be ready to give as soon as they open your nonprofit email. Don’t make them hunt for the link to your DonateNow page. Make the donate button big, bold, and above the fold.
2. A specific call to action.
Vague calls to action like “support us” are more likely to confuse than to motivate. Make sure your calls to action are highly specific and feasible.
3. A sense of urgency.
A sense of urgency will give your donors that extra nudge they need to take action. As year-end nears, let your supporters know when there are only a few more days left to meet your annual goal.
4. Contact information.
Linking to an effective contact page that answers how people can contact your nonprofit and why they should want to contact your nonprofit can help donors find the right way to get in touch if they have an important question. It’s also important that you put in an easy way for readers to opt-out of your nonprofit emails (and if you’re not sending from a email service provider like Constant Contact, be aware of CAN-SPAM laws).
5. Mobile-friendly design.
Because the decision to donate is often impulsive, smartphones make it easy to act in the moment. Make sure your emails are mobile friendly so you don’t miss out on connecting with donors who want to give on the go. Download our free eGuide for more on why mobile matters.
6. The case for giving.
Simply asking for a donation is not enough. Especially in year-end appeals, fundraisers must make a compelling case for giving by using stories, building credibility, and packaging your message.