Easy-as-Pie Year-End Nonprofit Email Series

Actually, unless you’re an accomplished baker, this is easier than pie.

Simply prepare to send 4 emails the final week of the year.

I know, it sounds daunting. But… it’s easy!

In fact, you should be able to craft these 4 emails in less time than it takes to bake a pie. And, they’re foolproof!

Up for the challenge?

Take the printed appeal you already have. **

For well over a decade, the last week of the year – and particularly the last day of the year– have been huge for online fundraising.

So, take your snail mail appeal and use it as the basis for your email series.

No need to start from scratch! It’s “off your shelf” — like using a store-bought crust and pie filling

Let me share some recommendations from the wise folks at the Better Fundraising Co.

#1. December 29 a.m.

• Remove the graphics and branded templates. Just use simple copy,. Nothing fancy. Should look like it was frantically typed at midnight to make sure folks see it, read it, and act upon it.
• Anyplace you wrote “send your gift,” change it to “make your secure gift online now [add a hyperlink to your donation landing page.]”
• Add hyperlinks two to three times within the body of the email, wherever you make an ask.
• Add an inspiring donation button. Substitute the usual “Donate” or “Give” with something more emotionally evocative and specific (e.g., “Give lunch for a week to a child;” “Protect free speech;” “Send a senior to the theater.” “Save our local redwoods.”)
• Write a subject line derived from your most urgent copy. You can check its effectiveness for free at Send Check it (it rates your email on a scale of 1 to 105).

#2. December 30 a.m.

• All of the above, but…
• Remove any story you shared, and any story references.
• Add a new first sentence that creates urgency. Something like “I’m reaching out because your response by midnight tomorrow is so important.”
• Add a “cover your ass” sentence (the Better Fundraising Co. calls this a “calming sentence”) that let’s folks know your email and their gift may have crossed in the mail. Something like “If you’ve already given, thank you! And if you’d still like to give, your help is much appreciated.”
• Use a different subject line, maybe something urgent, mysterious or with an added emoji.

#3 December 31 a.m.

• All of the above, but…
• Remove any extended description of the problem and solution. Get to the point right away.
• Don’t let the email exceed short 4 to 5 paragraphs. People on their way to New Year’s Eve parties will just glance at their phones.
• Update deadline references to “midnight tonight.”
• Add a new first sentence creating urgency. Something like “I’m reaching out to assure you don’t miss out… (e.g., “on doubling your money”).
• Use a new, urgent subject line highlighting the midnight deadline.

#4. December 31 late afternoon or early evening

• Forward email #3, adding an intro from the sender. Something like “Claire, just want to be sure you saw this.”
• That’s it!

** If you don’t have a printed appeal from which to borrow.

If starting from scratch, remember these rules for fundraising emails. [Also see here]:

1. Get to the point in the first three sentences. 

You never know how much more someone will read.

2. Lead with your SMIT (single most important thing).

Choose something that creates urgency, like “the cold weather sets in this month…” “the double your money match expires…” “the food will run out next month…”

3. Clarify what ONE action you want people to take (i.e. donate). 

Don’t muddy the water with other options like “volunteer,” “sign up,” “sign this,” “get more info,” etc. This is a fundraising email!

4. Make that desired action easy to take.

Something like a button or hyper-link with “Just click here,”  or “YES, I’ll help!” Offer multiple payment options on the donation landing page. Having more options guarantees your donor won’t “abandon Cart” because it’s too much trouble to complete the form or fill in their credit card. For example, add PayPal, ApplePay, GooglePay, Stripe. Venmo or whatever wallets your constituents use. Talk to your CRM provider to see what easily integrates with your system.

Even if you’re not quite ready to bake a pie, you can easily serve up these 4 year-end emails. May your year-end fundraising be delicious!

Want More Appeal Tips?

There are all sorts of critical elements to consider, and I cover them all in my Anatomy of a Fundraising Appeal Letter e-Guide. It will help you with messaging for both offline and online appeals.

If you want more timely help for right now, grab my Year-End Fundraising Solution Kit – To-Do’s and Checklists. It’s a step-by-step comprehensive road map to effective year-end fundraising. After working 30+ years in the trenches, I can vouch for this stuff. It’s tried and true!

Also, if you want help developing a plan to channel the extraordinary power of gratitude, grab my Cultivate An Attitude Of Gratitude And Keep Your Donors e-Guide. I’ve taken everything I’ve learned about sustaining donor relationships over the years and tucked it into one handy no-nonsense guide with practical ways to shower your donors with love.

All Clairification products come with a 30-day, no-questions-asked, 100% refund guarantee. If you’re not happy, I’m not happy. I mean it.

Photo by Jessie Nelson on Unsplash