4 Nonprofit Email Campaign Examples For Your Giving Tuesday Plans

2020 has been an unconventional year for the global economy. As a result, hundreds of nonprofits face dramatic changes in their fundraising efforts. Now, more than ever, charitable organizations are relying on philanthropic opportunities to help raise awareness and reach their financial goals.

Luckily, organizations have over four months to prepare for Giving Tuesday. Nonprofits should maximize this potential by developing an online marketing campaign that broadens reach while increasing donations.

Not sure how to create a strategic email campaign as you plan for Giving Tuesday? Campaign Monitor can help.

What is Giving Tuesday?

Giving Tuesday is an international day of contribution. It occurs the Tuesday after Thanksgiving to offset the commercialism of Black Friday and Cyber Monday. For 24 hours, the public is urged to give, collaborate, and celebrate generosity. What began as a call for simple acts of kindness has evolved into a worldwide movement. The event has raised more than $1 billion for charitable organizations.

Giving Tuesday is successful because of its visibility and a growing desire among communities to help those in need. Social media and the internet provide an expansive platform to share missions and request donations across several networks. This creates a combination of societal pressure, public demonstrations of generosity, and feel-good support.

Nonprofits simply register online for a free donation page to participate. They create a campaign, promote their organization, and accept tax-deductible contributions on Giving Tuesday. Donations received during that time may be eligible for matching gifts. There are no fees associated with the Giving Tuesday campaigns. As a result, any money a nonprofit raises during Giving Tuesday is theirs to keep.

How Giving Tuesday benefits nonprofits

Giving Tuesday is the most philanthropic day of the year. As such, it offers several benefits to nonprofits. Organizations can reach a global audience and raise awareness about their cause. On social media alone, #GivingTuesday received 20 billion impressions last year. As people search for and post about ways to participate in Giving Tuesday, many of them will likely see your organization’s name. Giving Tuesday also promotes the collaboration of ideas between groups. This helps foster creativity, generates success, and exponentially broadens reach.

Additionally, Giving Tuesday provides a terrific opportunity to collect donor data. This is important because an average of 45% of donors make another gift to the same nonprofit the following year. Giving Tuesday helps make initial introductions. Once you’ve collected donor information, you’re able to reach out to those people for future asks. With a clever strategy, nonprofits can capitalize on this event to generate leads and maximize donations.

Impact of email on nonprofit Giving Tuesday marketing strategy

There are many ways to promote your Giving Tuesday campaign. One of the most effective tactics is a strategic personalized email marketing campaign. It’s a great way to spread the word about your mission, reach potential donors, and help achieve your goals.

A strategic email campaign can help you develop a loyal donor base. It expands your reach and drives more donations to your organization. Seventy-eight percent of online users said personalized emails increased their monetary intent. When faced with a personal appeal, people are more inclined to feel a sense of responsibility. This leads them to act.

Use your email campaign to establish a genuine connection with your audience. Donors are more likely to contribute to familiar and trustworthy organizations. Share a story or an image that elicits an emotional response. Show your constituents about why they should care about your cause. Including a clear CTA button in your messages can yield a 25% increase in click-through rates. All of these elements can lead to an increase in readership and a rise in donations.

4 nonprofit email campaigns for Giving Tuesday

Every day, there are nearly 306 billion emails sent and received worldwide. With careful planning, email can be a highly effective way to communicate with your audience. The following examples portray the four major steps to adhere to when planning a successful Giving Tuesday email campaign. 

1. Introductory email

Raise awareness and build excitement with an introductory email leading up to the event. This first send should have a catchy subject line to grab readers’ attention. Content should explain Giving Tuesday and announce your organization’s participation in the movement. Show examples of how constituents’ contributions can help the communities you benefit. By contacting readers in advance, you prepare them to donate the day of the event.

In this effective announcement, Charity: Water does a terrific job of concisely explaining their cause. This is followed by an update on their achievements to date. They set a clear goal for their Giving Tuesday campaign and then they close with a teaser promising more details to come. An eye-catching image at the top of the email draws readers in. A clear CTA link directs people to their website to learn more about their efforts. With this email, Charity: Water has successfully introduced its organization and Giving Tuesday to its viewers.

Giving Tuesday announcement email example

Source: Really Good Emails

2. Reminder email

It’s likely your audience will be inundated with emails announcing Giving Tuesday campaigns. Stand apart from other nonprofits by sending reminder messages to help keep your message top of mind. Reminder emails can arrive in the days leading up to Giving Tuesday. They could also be used throughout the day of the event. 

Countdown clocks and real-time updates let your supporters know how the campaign is going. These urgent reminders can increase a person’s willingness to share your news with their own contact list. The more people who see your message, the higher the chance you’ll meet your goals.

North Shore Animal League (NSAL) used this tactic for their Giving Tuesday campaign. On the day of the event, they distributed emails that included a countdown clock to show how much time donors had left to act. These emails also included a donation meter to track progress toward their goal throughout the day. 

NSAL used several effective techniques in this campaign. They opened with a large photo of adorable puppies looking for a home. They continue with powerful, emotional wording like “save” and “before the clock runs out.” This creates a sense of urgency for donors to act. Additionally, NSAL includes multiple CTA buttons to encourage readers to donate. However, instead of “Donate here,” the wording focuses on their matching gift option.

Giving Tuesday same-day reminder email example

Source: Campaign Monitor

3. Letter from a leader

People give to an organization because they have a personal, vested interest in its mission. For that reason, consider sending a Giving Tuesday email from someone personally involved with the charity. Studies show that donors enjoy hearing from a specific person at the organization. Send a testimonial or heartfelt plea from an employee or volunteer. For even greater impact, send an email from a leader in your organization.

By sharing personal stories about your nonprofit’s impact, you’re building a relationship with your audience. You’re no longer an entity asking for money; rather, you’re a group of people with similar passions and interests working together for a greater good.

The Red Cross sent an email on Giving Tuesday from their VP of Humanitarian Services. At the top of the email, she shares a personal note to the recipient. This seems as though she’s forwarding information she thought the reader would particularly enjoy. This section also includes a photo of her with a beneficiary of the Red Cross’s services. This, coupled with her plea for help, has an emotional impact. She’s clearly passionate about the mission of the Red Cross and feels the reader should be too.

Giving Tuesday leadership nonprofit email example

Source: Campaign Monitor

4. Thank you email

As a nonprofit, one of your goals is donor retention. It costs 50% to 100% more to obtain new donors than the money you’ll get from them. One of the easiest ways to keep your donors is to show them appreciation.

The final step in your Giving Tuesday email campaign is a thank you email. Once the event has ended, send a message with totals and updates regarding your goals from the campaign. Let people know what they were able to help you achieve. Encourage them to continue to donate to your cause. Include a CTA that directs readers back to your website. Add a personal touch by sending this email from the head of your organization. 

Autism Speaks followed up with their Giving Tuesday donors with this message of appreciation. The organization’s president and CEO sent a heartfelt thanks that complimented their supporters. She reminded everyone that their donations went even further with a matching gift opportunity. The email also offers a CTA button and a link, both of which direct readers to a donation page. With this message, donors feel that their contributions are valued, and the nonprofit extends the possibility for more gifts.

Giving Tuesday thank you email example

Source: Campaign Monitor

Wrap up

As nonprofits seek philanthropic opportunities, they should begin planning for Giving Tuesday. An effective email campaign strategy can help raise awareness and increase donations. These nonprofit email campaign examples depict the four significant steps to a successful Giving Tuesday campaign: 

  • Introductory email to announce the campaign and prepare donors to participate
  • Reminder email to increase awareness and create a sense of urgency
  • Letter from a leader in the organization to foster relationships and drive passion
  • Appreciation email to thank all who gave and update them on how their contributions helped you to achieve your goal

With careful planning, a creative strategy, and an effective email campaign, Giving Tuesday can be an extremely beneficial event for nonprofit organizations.

For more information about how we can help your nonprofit prepare a Giving Tuesday email campaign, contact our sales team today.

The post 4 Nonprofit Email Campaign Examples For Your Giving Tuesday Plans appeared first on Campaign Monitor.

5 Donor Retention Strategies to Maintain And Grow Your Base

This is a guest post from Adam Weinger at Double the Donation.

If you’re a nonprofit professional, you likely know that it’s more practical and cost-effective to bring back repeat donors than to be on the search for new ones.

This means that boosting your donor retention rate, or the yearly change in the number of returning donors over the previous year, is the key to running a successful and sustainable organization.

But what happens if you’re having a difficult time engaging with your supporters or noticing an increasing level of lapsed donors? How can you re-capture the hearts and gifts of your generous supporters?

Bringing your fundraising campaigns to the digital sphere is one of the most effective ways to both maintain your current donor network and expand outward. More specifically, using appropriate digital resources can provide actionable insights to start improving donor retention at your nonprofit.

So what’s the key? All fruitful donor relations boil down to effective communication processes. Strengthen your donor retention practices with these 5 digital communication strategies:

  1. Build out your email list.
  2. Grab attention from the start.
  3. Take advantage of effective templates.
  4. Implement A/B testing.
  5. Maximize your media presence.

As we walk through this helpful guide to retaining and attracting new donors with boosted donor retention skills, you’ll receive a combination of top tips and key insights that’ll bring your organization to the next level through a solid growing donor base.

Find out what donors and nonprofits said in our nonprofit survey.

1. Build out your email list.

One of the most basic foundations of a solid communication and donor relations strategy is a strong email marketing plan. Of course, the contents of a well-crafted email are essential to the success of the campaign, but the first step is always to start with building a sufficient email network.

Whether you’re building your email list from scratch or starting with a basic group of supporters, you can give a few of these network-building tactics a try. Be sure to gather donor contact information through all available avenues, including:

  • Appealing CTAs: make your CTAs clear and specific, so that users know what’s being asked of them (in this case, just an email address).
  • Event signups: when supporters register for or sign in at a fundraising event hosted by your organization, make sure to add them to your email network.
  • Donation forms: collect contact information from donation forms when a donor makes a gift, then add them to your email list for ongoing communication.
  • Downloadable resources: offer a practical resource, newsletter, report, or guide that’s made available after a user submits an email address.

Once you’ve established a solid band of email contacts, you’re ready to get started with the outreach portion of your campaign.

However, it’s important to note that you should never stop growing your network. Keep adding new contacts at every opportunity to create a dynamic base of supporters.

Explore the email benchmarks for nonprofits here.

2. Grab attention from the start.

The first few emails you send are the key to ensuring a successful email campaign. If your messages are too dry or generic, you run the risk of new supporters clicking that unsubscribe button right from the get-go.

Avoid losing followers with these tips for writing more engaging emails:

  • Send a welcome/introductory message. Don’t ask for donations in your first email. Maybe the recipient has just given recently, or maybe they’re still figuring out who you are. Either way, it’s good practice to send out a “get to know you” message to further engage supporters without soliciting a donation. Share your nonprofit’s background and current goals so supporters can get better acquainted with the organization.
  • Offer unique ways to get involved. Encourage donors to get involved in a unique way that can grab attention right from their inbox. One great way to do this is through promoting matching gift programs. Try using an intriguing subject line like, “Do you want to make your gift go twice as far?” Donors love the idea of making a bigger impact without a greater cost to them. This way, you can garner attention and increase your open rate and, ultimately, donations.
  • Don’t forget to say thank you. One of the greatest cited reasons for donor lapse is the lack of appreciation by the nonprofit. If a donor doesn’t see the impact of their gift or feel valued by the organization, they’re less than likely to ever give again. Be sure to send out a personalized thank you message to your supporters for every donation made.
  • Keep supporters up to date. On a similar note, donors want to know how their money is being used. Keep your supporters in the loop when it comes to updates on projects and programs being established with the help of donor funding. Include photos to most clearly demonstrate the impact that donors make as well.

With these donor relations tips in mind, you’ll be on the right track to growing and maintaining your donor base through a solid email network in no time. The key, of course, is making sure that your supporters understand your appreciation.

3. Take advantage of effective templates.

When crafting your well-thought-out emails, be sure to see what types of resources are available to streamline basic processes. For example, customizable templates can be one of your greatest tools out there.

Download hundreds of tried-and-true email templates from Fundraising Letters and see which ones best fit your organization’s specific fundraising needs.

These email templates include categories such as:

  • Thank you letters: again, don’t forget to thank your supporters. Include the donor’s name, gift, and date as a way to show that you recognize and value each individual donation.Donation request letters: this may be the most traditional example of a fundraising letter. These templates include suggestions on how to leverage an emotional appeal and use storytelling strategies to gather donations.
  • Sponsorship letters: sponsorships are great opportunities to boost your relationships with local businesses within your community by providing good publicity in response to a gift to your organization. Use these letter templates to bargain with potential new partners.
  • Matching gift requests: use these templates to inform donors about the potential for their gift to be matched by their employer and to encourage them to take the next step to find out.

If you find the perfect template, be sure to personalize your message before you send it out. You’ll want to address the recipient by name and cater to their own relationship with your organization. For example, thanking a donor for their specific gift is more meaningful than a blanket thank-you message.

4. Implement A/B testing.

As you begin crafting and sending emails to your valued donors, how can you find out which strategies are working and which aren’t? How do you decide which email marketing tactic is producing the greatest results? Test multiple options and track the results!

This strategy is known as A/B testing and is one of the most effective marketing tactics you can use. A/B testing is almost like a miniature science experiment, but it’s easier than it sounds. With the right tools, you can easily send one variation of a message to one group of supporters, and another variation to a different group.

This way, you can record and analyze email metrics such as open rates, click-through rates, and conversion rates to clearly see which variation of a message resonated better with its audience.

For example, maybe you decide to test for the most effective subject line. You can send out two identical emails that vary only by subject. Whichever email has the higher open rate, you can assume has a more effective subject line.

As you collect this data, be sure to recognize effective practices to implement in additional messages as you move forward.

5. Maximize your media presence.

In addition to personalized communication, you can boost donor retention rates with an overall increase in your media presence. Media, both digital and traditional, is essential to getting the word out about your organization and its fundraising efforts on a larger scale.

All media platforms can be divided among the categories of paid, owned, and earned media, although the lines between the three have become increasingly blurred. Be sure to leverage a combination of these mediums for the most successful relations strategies:

  • Paid media involves payment to execute, such as digital advertisements, magazine spreads, billboards, and sponsored social media posts. Because the organization pays to get their specific message out, these are often deemed the least trustworthy.
  • Owned media is the platforms that your organization runs for yourself, such as your social media pages, email campaigns, and your website.
  • Earned media is often deemed the most reliable by audience standards, as they’re the least controlled by the organization in question. This includes word of mouth, public relations efforts, and free publicity.

As you work to make the most of your media platforms, be sure that you have a well-thought-out plan to follow to ensure the greatest results. Click here for a comprehensive guide to crafting an effective nonprofit digital strategy.

Wrap up

Boosting donor retention can be a difficult task, but one that’s so important to running an effective and long-lasting nonprofit organization. Donor retention in the modern age is a heavily digital task, so be sure that you have the right tools for the job to get the best results.

With a solid email network, attention-grabbing messaging tactics, templates, and tools, you’ll be seeing steady growth in your donor network in no time.


Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs. Connect with Adam via LinkedIn.

The post 5 Donor Retention Strategies to Maintain And Grow Your Base appeared first on Campaign Monitor.

Email Marketing for Salesforce: 5 Tips for Your Campaign

This is a guest post from Gerard Tonti at Salsa Labs

Email continues to be one of the most prevalent communication methods used today. According to this Campaign Monitor article, there are 3.9 billion active email users, and almost half of these users check their email as often as every few hours.

Even though email campaigns are used by most organizations, about half of marketers feel that their email campaigns are poor to average.

It’s more important than ever to make sure that your email campaigns are optimized so that they reach inboxes and grab your reader’s attention.

If your organization is using Salesforce, you already have access to a very powerful tool to help with your email campaigns. We’ve compiled tips that users like you can use to maximize your email marketing potential. We discuss each of the following actions in more detail below (and they apply whether you’re using Salesforce or any other CRM system):

  1. Choose a specific campaign goal.
  2. Segment your email recipients.
  3. Brand your campaign emails.
  4. Ensure mobile-responsiveness.
  5. Call the reader to action.

Remember that Salesforce works differently for different organizations. If you’re in charge of a nonprofit’s marketing strategy, read through Salsa’s overview of Salesforce for nonprofits. This will help you get a better idea of how to customize the software to fit your particular needs.

How do your nonprofit benchmarks compare? Find out.

However, all organizations can benefit from the tips above, nonprofit and for-profit alike. With a few simple steps, you can be sure your email campaigns are set up for success, no matter how exactly you customize Salesforce for your organization’s needs.

Ready to learn more? Let’s get started.

1. Choose a specific goal for your email campaign.

Too many organizations send emails only to maintain a presence in the email inbox of their supporters and customers. With no specific goal or call to action, these emails are often ignored or trashed.

Instead of strengthening your relationship with your constituents, they may get frustrated by the influx of “generic” emails. Then, when you do send important emails, they’re less likely to open and read them.

Ensure that every email you send has a specific purpose and/or call to action in order to keep your recipients engaged and interested.

Start by creating automated email series specific to actions a supporter might take. For example:

  • When a website visitor first signs up to receive emails, the next action you may want them to take is to make a donation. Create an email series, triggered by the initial signup, to drive the new visitor to that goal. The first email is a welcome, the next introduces your organization’s mission, and the third asks for a donation to address a specific need or campaign, etc.
  • A one-time donor could be encouraged to become a recurring or sustaining donor. One-time donors can be sent automated emails once a week with stories about the impact their recurring donations could make.
  • If someone has attended an event, you may set up an email series for them encouraging their support of a related advocacy campaign. This email series could be set up to continue until they’ve signed the latest petition or called their representative.

When you work to design your emails with Salesforce, you can set up specific campaigns that show the success of your marketing initiatives toward each of your goals. Using these success markers, your organization can tweak and adjust your strategy to better appeal to your recipients.

2. Segment your organization’s email recipients.

The more specifically an email is targeted at the recipient, the more likely it is to be read and acted upon. Therefore, it’s important that you segment your supporters in order to design emails targeted to their specific interests..

Start changing the way you send emails by optimizing your recipient segmentation strategies.

  • Collect as much data as you can. Use information collected via online forms, event registrations, or personal conversations to group your supporters multiple ways. If you’re using one integrated software platform, such as Salesforce and Salsa Engage, any information you collect is available to use for segmenting purposes.
  • Choose your segmentation criteria. From the data you’ve collected, decide how you want to segment your constituents. You may consider creating segments such as donor levels, event participation, or age. Some organizations focused on animal welfare even have separate email series for cat owners and dog owners! The criteria you choose all depends on your organization’s goals.
  • Allow supporters to segment themselves. With the right software, your organization can set up an online portal that allows supporters or members to change settings and data points of their own. In this way, they’re segmenting themselves into groups that are most relevant to them.

One of the great things about CRM systems like Salesforce is that they’re completely customizable. This lack of limits provides the opportunity to collect the data most important to your organization’s mission and use it for segmentation.

Learn what donors said about nonprofits by reading our survey results.

3. Brand your campaign emails to your organization.

Visually representing your brand on everything is a vital step in spreading the word about your organization. Because humans process imagery so well, your organization’s brand image is incredibly important for all communications.

Make sure every email you send looks good on both desktop and mobile devices. It won’t do your organization any good if your logo looks great on desktop, but is too large, too small and illegible, or otherwise unfit for a smaller screen.

Once you have the brand imagery set how you like it (for all screen sizes), you can go ahead and save it as a template on Salesforce.

Before you hit “send” on any emails, you also need to also make sure the content message is branded to your organization. This means you should have a consistent “voice” throughout all of your content, from your website to emails to social media posts.

This is especially important to keep in mind if you’re a nonprofit using templates (like those from Fundraising Letters) to communicate with supporters. These templates are great to start with so that you’re sure you don’t miss any vital information while writing an email. However, make sure you customize these templates to authentically reflect your organization’s brand and maintain consistent language with the rest of your website and other marketing materials.

4. Ensure your emails are mobile responsive and optimized.

More and more internet access today is done via smartphone, especially email access. Remember when we said that over half of email users check their accounts every few hours? Do you think they’re logging on to their desktop to check it that frequently? A large percentage of these users are using their smartphones to read any new messages they get.

When your organization is designing emails for your Salesforce marketing campaign, make sure the integrated marketing tools you’re using offer mobile responsiveness.

Mobile responsiveness means that the content of your emails will automatically adjust to fit the size of the user’s screen. This article also explains how you might hide content on either mobile or desktops to best create a better user experience. By taking the extra step of ensuring that your email is not only sized correctly (i.e., responsive), but optimized for mobile can make a significant difference in engagement levels. Consider the following examples:

  • Let’s say your organization is hosting a gala with a set guest list, mobile auction, and merchandise sales. You’ll want to email that guest list with information about the event. If you’re using a mobile event app, you may want to create a smart link so that people can download the app when they view the email on their phones. However, you don’t want this option to appear if they view the email on their desktops because it could cause some unnecessary confusion.
  • Or let’s say your organization is recruiting new registrations for the annual gala. You want to entice people to register by showing a picture of the crowd having a great time at last year’s event. However, the best picture available doesn’t show up well on a mobile screen. The details are too fine. In this case, you may want to hide that image on mobile to keep the message more streamlined and easy to read.

Ensuring your email content looks attractive and legible, no matter the screen it’s viewed on, is important for effective supporter engagement.

5. Call your reader to action.

One of the most important parts of your email campaign strategy is to make sure you’re calling your email recipient to action within the email. As we said before, every email you send to your supporters should have a specific goal in mind that’s clear to the recipient.

Your call to action (or CTA) should be attractive and entice readers to click on it for higher conversion rates. When you design a CTA, include the following elements:

  • Actionable wording. Words like “donate now” or “check out the sale today” do well for CTA buttons because they’re actionable and direct. These types of words also create a sense of urgency in your reader.
  • Colorful buttons. CTAs frequently come in the form of buttons. This is because buttons stand out. Make sure to use bright colors and legible typeface to make them stand out even more.
  • Proper placement. The placement of your CTA must make sense in context. Consider writing a short paragraph or blurb leading up to the CTA in order to convince your reader that they should take action.

When you design CTAs through Salesforce email marketing campaigns, you can easily track the click-through rates and success of your CTA to make sure the design’s effective.

Also, track your email open rates and other important metrics to see what percentage of those who open your email also click the CTA. Correlating your design choices with click-through rates can give you excellent insights into the finer details that drive more value and engagement.

Wrap up

As your organization customizes your Salesforce solution, make sure your email campaigns are ready to roll out. This is the most effective tool you have to reach the majority of your supporters or customers. Make it the best it can be with these five tips:

  1. Choose a specific goal for your email campaign.
  2. Segment your organization’s email recipients.
  3. Brand your campaign emails to your organization.
  4. Ensure your emails are mobile responsive and optimized.
  5. Call your reader to action.

Gerard Tonti is the Senior Creative Developer at Salsa Labs, the premier fundraising software company for growth-focused nonprofits. Gerard’s marketing focus on content creation, conversion optimization, and modern marketing technology helps him coach nonprofit development teams on digital fundraising best practices.

The post Email Marketing for Salesforce: 5 Tips for Your Campaign appeared first on Campaign Monitor.

Giving Tuesday is Almost Here—Is Your Nonprofit Ready?

This guest post is written by Abby Jarvis from Qgiv.

For-profit businesses everywhere are stocking up for Black Friday, but nonprofits are preparing for a different day of spending: Giving Tuesday.

If you work for a nonprofit, you know just how important Giving Tuesday can be, and just how many donations it can generate. In fact, Giving Tuesday hit the billion dollar mark just last year.

This generosity-based holiday falls on December 3rd this year, meaning the time to prepare your nonprofit’s messaging and marketing materials is coming to a close.

Is your organization ready for Giving Tuesday?

If not, you can easily begin informing your donors and followers of your Giving Tuesday plans through email. While this generous holiday may seem top-of-mind for nonprofit employees and volunteers, many members of the general public are still somewhat uninformed.

In fact, significantly less people know about Giving Tuesday when compared to those who are familiar with Black Friday.

That’s why we’re going over four steps you can take to improve your current Giving Tuesday campaign (or plan it last-minute).

Read on to learn how you can give more to Giving Tuesday.

Get ready for Giving Tuesday with these four steps.

1. Introduce donors to your upcoming Giving Tuesday campaign.

If you have an upcoming goal, why not tell your subscribers about it? The more knowledge you equip your donors with regarding your Giving Tuesday campaign, the more likely they are to donate.

In a recent study, we teamed up with Campaign Monitor and surveyed 1,000+ donors; this survey found that a specific, urgent goal with a personal touch can inspire donors to give.

In other words, give your subscribers all the information they need:

  • Tell them about Giving Tuesday: what it is and why it matters
  • Send an urgent campaign with a Giving Tuesday deadline
  • Make it personal by sending from a specific person and telling donors where the money is going

How do you make it urgent, though? Send emails at a consistent (but not annoying) cadence, reminding donors of your upcoming campaign.

Additionally, consider adding a countdown timer or a donation meter to your emails to track the campaign, like North Shore Animal League America does in the email below.

Be ready for Giving Tuesday like North Shore Animal League America.

And don’t forget to use urgent language paired with a compelling CTA.

2. Tell a story donors will care about.

Donors often contribute, either financially or through in-kind donations, without seeing anything in return. This process can be difficult for donors if they don’t know where their money is going.

Because of this, it’s important to make your Giving Tuesday campaign as personal as possible. Not only can you do this through segmenting emails on the backend, but you can also achieve personal campaigns by sharing the story of someone your organization has helped.

When we teamed up with Campaign Monitor and surveyed donors, over 61% wanted to receive stories about how their chosen nonprofits affected real people for the better.

You can see how Amazon Frontlines does this in the email below, showing images of real people and information about how donations are used.

This is a Giving Tuesday email example from Amazon Frontlines. This is part of the Nonprofit email benchmarks guide from Campaign Monitor.

Here are a few ways you can make it personal:

  • Show photos and videos of the people your nonprofit impacted (video increases open rates by up to 13% and conversions by 21%).
  • Share their names, creating an even deeper connection.
  • Tell their stories: where they were before and where they are thanks to donations.
  • If possible, share how your subscribers’ donations specifically impacted the people in the email.

3. Communicate through real members of your organization.

To collect donations on Giving Tuesday, consider sending a letter from nonprofit employees or volunteers. Even better, consider sending a communication directly from the director of the organization.

Our study found donors enjoy hearing from someone specific at the organization, so send a heartfelt plea from a real person. This encourages connection among your subscribers and nonprofit members.

By reaching out through an individual, your nonprofit is no longer an organization looking for donations, but it instead becomes a collection of real people trying to make a real difference.

Notice how the Red Cross email below is sent from Lauri, a real Red Cross advocate who cares deeply about the organization’s mission.

American Red Cross email showing an example of a Giving Tuesday letter from someone important

Here are some ideas of how you might reach out:

  • Include a personalized from name, like “Sam at Nonprofit Today.”
  • Introduce the person and what they do within the first few lines of copy.
  • Explain why the nonprofit is important to them.
  • Include a personal signoff.

4. Show gratitude and include updates.

As with any transaction, send a thank you email immediately to anyone who donated. Additionally, send another email thanking everyone who donated once Giving Tuesday ends.

But that’s not all. Your email should do more than thank donors: It should also explain how much money was raised and what the proceeds will accomplish. If possible, consider including how much money will go to specific steps in the nonprofit project.

Here are the steps you can follow to show gratitude:

  • Send a triggered thank you email any time someone donates.
  • Send a Giving Tuesday gratitude email to all donors once the holiday ends.
  • Tell donors how much money was raised and where the proceeds are going.

Giving Tuesday tips (bonus round)

Want to make this Giving Tuesday a success no matter what? If so, there are a few things you can do.

First, create a marketing calendar that includes each email, social post, webinar, and any other piece of promotional content you plan to publish in preparation for Giving Tuesday.

Qgiv’s 2019 #GivingTuesday Ultimate Guide has a calendar and templates you can use to make Giving Tuesday communication and scheduling a breeze.

Secondly, combine all your content efforts to create a cohesive campaign. This includes social media posts, newsletters, emails, and blog posts. Make sure all your content is working in tandem.

Finally, make sure you’re sending the best emails you can at the right time. To send emails that are best suited to each of your subscribers, make sure you’re personalizing your content, segmenting your campaigns, maintaining healthy list hygiene, and utilizing automation.

To send emails at the right time, familiarize yourself with the best days to send emails. This changes depending on whether you’re looking for high opens, click-throughs, or click-to-open rates.

Learn about nonprofit benchmarks by reading Campaign Monitor’s guide here.

Wrap up

Giving Tuesday is more than just a day for giving: It’s a day of driving awareness, promoting generosity, and uniting behind a singular cause.

If you haven’t started getting ready for Giving Tuesday, it’s not too late. There are plenty of urgent efforts that need your nonprofit and your subscribers.

So, tell your donors about Giving Tuesday and the specific cause you want to support with their help. Get personal, share life-changing stories, and show gratitude every step of the way.

Want to know the secret to getting donations from donors who care? Sign up for the Campaign Monitor + Qgiv webinar here.


Abby Jarvis is the Nonprofit Education Manager at Qgiv, an online fundraising service provider. When she’s not working at Qgiv, Abby can usually be found writing for local magazines, catching up on her favorite blogs, or binge-watching sci-fi shows on Netflix.

The post Giving Tuesday is Almost Here—Is Your Nonprofit Ready? appeared first on Campaign Monitor.

Why Nonprofit Email Segmentation is the Key to Donor Engagement

This guest post is written by Abby Jarvis from Qgiv.

Marketers know how much email has evolved, meaning they also know that sending the same, generic email to a massive list just doesn’t cut it. If people fail to see value in their inboxes, they won’t be afraid to ignore, trash, or unsubscribe.

But this phenomenon goes beyond traditional for-profit marketing. Nonprofits are also catching on when it comes to personalization, beginning to change their email tactics to promote a better donor experience.

Why? Because it’s not just consumers who want relevant content. Donors, too, are looking for highly personalized communications inside their inboxes.

Personalization could be your missing ingredient.

Subscribers of nonprofits and for-profit companies alike want relevant emails—ones that appeal to their interests and values (not to mention, a genuine connection to the organization itself). Because of this, it’s crucial that your nonprofit creates relevant material for subscribers each and every time you email them.

And if you’re unsure of the effectiveness of emails, consider this nonprofit research study from Campaign Monitor and Qgiv, which found that donors embrace communication via email. What’s more, the study found that donors actually prefer this channel over any other form of nonprofit communication.

But meeting donors where they are is only half the battle. You know donors want to communicate with your nonprofit through email, but the emails have to be high-quality, thoughtfully-cadenced, and relevant.

In other words, personalization is the missing ingredient to an email strategy that works. Not only does personalized email marketing increase click-throughs, but personalized subject lines are also 26% more likely to be opened.

So, where does personalization begin? To create dynamic content, it’s vital that you separate your subscribers based on their differences. This is an important tactic known as segmentation, which is largely available through email platforms.

But where do you start? Which subscriber segments should you be creating?

Read on to learn about popularly used segments, how you can use them to personalize your donor communications, and how you can start segmenting today.

Understanding segments and how to implement them

When it comes to email segments, the list is virtually endless. Ultimately, however, your audience should determine the segments you choose to implement, especially since each segment can accomplish different goals.

Read on to learn about your nonprofit email segmentation options, and find out which ones are right for you.

Location

Of all the different attributes that divide people, location is perhaps one of the biggest players. Language, weather, and a dozen other aspects of location play a role in our daily lives.

Because of this, sending localized messages to your subscribers can be a highly personal way to appeal to donors. Start by creating segments that group your subscribers by various geographic locales, and keep each place in mind any time you send an email to this particular group.

Localization is an easy way to encourage subscribers to engage with your content. You may try this if you’re noticing a high unsubscribe rate: A quick bit of nonprofit email segmentation could be the difference between a generic email and a thoughtful one.

You can localize your message by sending region-specific events or updates.

Demographics

Use demographics to target people of different ages and genders. This is especially helpful for nonprofits that attract donors of a certain age, or if one gender is more charitable for certain causes. (Women, for instance, often give more to causes that are female-focused.)

What if you don’t know very much about your donors? Consider sending out a survey of just a few questions, or include age and gender as non-required fields on your email signup form.

If you want to start segmenting sooner rather than later, you can likely assume your donors are made up of millennials and Gen X. In fact, Campaign Monitor and Qgiv research suggests that many donors are between the ages of 25 and 35: This demographic represents the majority of the respondents to the nonprofit survey Campaign Monitor conducted.

So, if you don’t yet have data for your nonprofit, this age group may be a good place to start.

Donor personas

Similar to the demographic-based messaging we discussed above, you can create a custom segment based on donor personas. In short, you’ll need to create personas that represent different donors on your list.

For example, if you’re targeting males 25-30 who make $60k per year, you could create and use a custom segment for them. This would allow for personalized email campaigns every time.

This approach can take various forms. Perhaps you use existing segments (e.g. demographics) to create the persona, or maybe you approach it from a goals and pain points perspective.

Whatever elements you choose to build your persona, consider implementing a donor persona checklist like Qgiv:

Source: Qgiv

Donation frequency

Collect data about how often your donors are contributing to your organization. If donors give every now and then, you may consider sending emails during times of need: perhaps when there’s a shortage of something or when your nonprofit is trying to meet a specific goal.

Luckily, you have a good chance of earning donations with this tactic: Over half of donors are likely to give after receiving a specific plea, according to the survey. However, they may also stop giving after the need is met.

For more generous donors, consider asking for larger donations, but don’t forget to tell them how their past donations have been used. And this isn’t just for financial donations, either. Take a look at email example from the American Red Cross, which thanks and updates one of their biggest in-kind donors:

Source: Twitter 

Email and website activity

Consider separating subscribers based on past email behavior. You’ll want to be sure you’re following modern regulations, of course, but this behavior-based segmentation method can make your subscribers’ experience better and more intuitive.

For instance, if you notice subscribers only open emails from you once a month, consider placing them into a segment where they only receive a monthly newsletter and the occasional donation request.

On the other hand, if you notice high engagement with every email you send, you might increase send frequency.

We discussed how email activity can be used for nonprofit email segmentation, but website activity can be just as effective. What articles are your donors reading? What stories interest them? Use this information to create specific, behavior-based segments.

Of course, these are just a few of the many different segments you can create and use, but these are simple ways to begin personalizing your donors’ experiences, easily and effectively.

How to segment your list

Segmentation can seem overwhelming at first, but many ESPs, including Campaign Monitor, make it simple. Watch the video below to start segmenting your own list today.

Wrap up

Segmentation is a simple, organized way to personalize communications for your donors. By going beyond the generic email, you show subscribers that they’re more than a donation: They’re part of your nonprofit and part of your cause.

Want to know more about donors and other nonprofits like yours? Download our nonprofit guide, based on original research from real people and organizations. Start engaging with the people who are truly are a part of your cause.


Abby Jarvis is the Nonprofit Education Manager at Qgiv, an online fundraising service provider. When she’s not working at Qgiv, Abby can usually be found writing for local magazines, catching up
on her favorite blogs, or binge-watching sci-fi
shows on Netflix.

The post Why Nonprofit Email Segmentation is the Key to Donor Engagement appeared first on Campaign Monitor.