Even though the year is almost over and the holidays are coming up, that’s no reason to ease up on your fundraising communication. In fact, according to Network for Goods “Date Your Donors: Year-End Fundraising Essentials” about one-third of online giving occurs in December and a high percentage of that is within the last three days of the month!
If you are all fired up to send out your last minute appeals in the final weeks of 2012, I want to share a great example of a year-end appeal I received just the other day.
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Here’s a few of the many reasons I loved this email message from Domestic Abuse Project:
- The subject line, “It’s not just a goal. It’s a promise. Message from DAP!”, is compelling and caused me to want to open the message.
- It’s short!
- It’s about how I can make a difference.
- It includes snippets of real stories that cause me to feel something.
- It’s got a financial goal with a deadline. . . and even though I’ve already made a gift this year this message compelled me to want to “help out” and give again.
We can all learn a lot from DAP’s message. My advice: Design your email appeals to look and feel like they are a part of your direct mail appeal. And email multiple times in December with updates on how you are doing to reach your goal.
For more advice & tips on fundraising in December check out Gail Perry’s 7 Things Your Last Minute 2012 Online Donors Want and The Fundraising Coach’s 4 Tips for Successful Online Fundraising this December.
