Effective year end emails

There is this strange misconception that email is cheap.

It might be “FREE”. It might be “CHEAP”. But it can cost you a lot if you don’t use it properly.

For a lot of our smaller shop colleagues and friends, it might be the only real way to get their fundraising asks out into the hands of donors this year. No problem! Let’s make sure we are making it as effective as possible.

I just finished reviewing an “e-blast” (BARF) from a colleague that they wanted to send out to all of their donors. And I thought I would share a few of my suggestions that I gave to them with the hopes it might help you with yours.

They were:

tactically…

- the more your email or mail looks like a personal email from me to you - the more it will get opened and read…
- me the donor can help 1. I can help fix 1 thing or one child. (Not 4. Or 400.)
- it should be written like a personal letter.
- it should sound like a human talking to another human
- what are you asking me for?
- why are you asking me for that right now?
- why should i care? right now?

structurally…

- should be personalized at the top
- should ask with a deadline
- should share what solutions will be achieved
- should provide some reasons to give now
- should connect to a shared value (we know you care about the education of children)
- should ask again with urgency
- should come from a real human (with a photo?)
- should have a PS that asks again

I’d put a donate at the top and at the bottom and ANYTHING that you hotlink should go to the donate page.

Shout out to the amazing Steven Screen for a simple video he put together talking about the structure of your year end emails!