The Nonprofit Marketing Blog

6 Things You Need for a Successful Year-End Email

Creating your year-end email appeals? Don’t forget these six key ingredients:

An obvious donation button.

Your donate button should be big, bold, and above the fold. When your donors want to give, it needs to be as easy as possible. They shouldn’t need to hunt for the link to your donation page.

A clear and specific call to action.

A vague call to action like “support us” is more likely to confuse than to motivate. To be effective, make your calls to action highly specific and feasible.

A sense of urgency.

Compel your donors to take action with a real sense of urgency. Let your supporters know when there are only a few more days left to meet your annual goal.

Contact information.

Make sure to link to a contact page so donors can get in touch if they have an important question. It’s also important to include an easy way for readers to opt-out of your nonprofit’s emails (if you’re not sending from an email service provider like Constant Contact, be aware of CAN-SPAM laws).

Mobile-friendly design.

Smartphones make it easy to act in the moment, which is important because the decision to donate is often impulsive. Make sure your emails are mobile-friendly so you can easily connect with donors at any time, no matter where they are.

A compelling case for giving.

Asking for a donation is not enough. To stand out from the crowd, nonprofit fundraisers must make a compelling case for giving by using stories, building credibility, and packaging your message.

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About This Blog

Linda Lombardi

We’re here to help you win hearts and minds—and donations.

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