What You Need to Know About Fundraising Emails
You write dozens of emails every day in your work as a fundraiser. But when it comes to email blasts you may be unsure of what to write and how often and when to send.
We’re here to make it easy for you. We’ve included frequently asked questions surrounding broadcast, stewardship and solicitation emails, and the answers and professional insight you need to get started!
How Often Should I Email?
You should engage with your donors in some capacity once a month – at the very least! Preferably, you should engage with your donors once a week. E-blasts will take care of most of that for you! It’s an easy way to briefly touch base with your donors to keep them thinking about how they are helping you do good.
Donor impact emails are the most under-utilized communication opportunity for fundraisers. Best of all, utilizing email for outreach is basically free. Make it a priority to write, design, schedule, and send emails on a regular basis. (Pro tip: unless you’re spending money on Facebook, your donors aren’t likely to be seeing your Facebook posts*).
What Open Rates Should I Expect?
Expect 20-35% of your previous donors to open emails from you. That’s double what for-profit marketers get. Don’t be discouraged if you have a good open rate like this, but few donations. Most emails are read on the mobile phone; most online donations are made on the desktop. For this reason, try to email at a time where a donor is likely to be on their desktop.
Expect a much lower open rate for non-donors.
When Should I Email?
Try to send stewardship emails at a time when your donors are most likely on their phones. This could be early in the morning, when they are commuting to work, or on their way home after common work hours.
Your solicitation email on the other hand, should get to your donors when they're feeling relaxed and unrushed behind their home desktop. One of the best moments to catch them in this state of mind and situation is on a Sunday evening.
Always keep track of opening rates versus days and times. This way, you can find the best time to email your readers.
You can schedule a broadcast email to hit at any time.
Who Should I Email?
Email EVERYONE (who hasn’t opted out or unsubscribed).
What Should I Email?
Repurpose your material like crazy! Utilize your written communication – such as a nonprofit fundraising letter – to inspire your following emails. Any direct mail communication should be followed up with an e-blast. For example, we recommend two staggered solicitation emails after every direct mail appeal.
Many donors will open your email on their phones, so make sure that your email is phone-friendly. You can do this by downsizing and spacing out text, and putting the email text in a single column.
Make sure to pack the email with the word “you” get the reader’s attention. A more personal email helps the reader feel personally connected to your organization and will help motivate them to take action. Send stewardship and impact emails in between appeals which tell the donor “Because of you…” and “Without you, we wouldn’t be able to…”.
For example, this email is short, sweet, and packed with the word “you”:
Subject Line: Share the health!
Best wishes for a healthy, happy New Year!
Will you join us in sharing this same wish with Nepal's most remote communities?
For them, health and happiness comes in part from your gift to the dZi Foundation.
With help from people like you, we partner with Nepal's isolated communities and work together on sustainable programs that improve public facilities, public health, income levels, and educational opportunities—all while preserving unity, the natural environment, and indigenous culture.
Your gift to the dZi Foundation today helps ensure that Nepali families have the chance to prosper and grow in their communities, into the New Year and far beyond.
Thank you for your consideration and may we all have a healthy, happy New Year!
[DONATE BUTTON]
Thank you for helping Nepali communities prosper on their own terms!
How Much Design Value Do I Need?
Something eye-catching is always better in the crowded inbox, but don’t let it slow you down. Don’t over-design. Don’t use random or stock photos. Don’t let a photo or logo fill the screen “above the fold”—that’s where your hero of the story (your donor, of course!) or your love letter to them belongs!
This graphic is a great example of how to get the information across without being too distracting. It also leaves plenty of room in the email to thank the donor.
Now that you’re a pro at the basics of emailed donor communications, visit our blog “Five Tips for Writing a Fundraising Email” to help make your content shine.
Paper or digital—Five Maples knows what donors want!
When you let Five Maples help with your nonprofit fundraising appeals or donor impact pieces, you have the power of industry best practices on your side. This includes the perfect follow-up email copy for each project and recommendations on how to execute them!
Contact us today at garyh@fivemaples.com for a free consultation.
