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I received over 100 email messages from nonprofits in the last week of 2010. There’s a good reason for that: it’s the best week of the year for online fundraising.
I know, I sound like those billboards that say “You missed Ma’s Diner! Turn Back at Next Exit!” You can’t go back to December, but you can do two things:
1. Study some of the better emails that were sent then;
2. Start sending emails like that now, in January, and all year long.
Timing:
Why is the week between Christmas and New Year’s Day the best time to send an email asking for money? Most people say that it’s because you’re reminding donors that gifts made in the next few days will be deductible on their next tax return. No doubt there’s truth to that.
However, I’ve read in many places that tax savings are low on the list of reasons why people contribute to nonprofits. I think there’s another reason: Having just finished a crazy, hectic, overly-commercialized-yet-ultimately- unfulfilling few days unwrapping presents they don’t need or even want, donors yearn for more meaning. Your email can give them the opportunity to make a meaningful gift… and reap the tax deduction! If this is true, then you can make this case over and over in 2011.
In 2009, nonprofits that mailed on Monday December 28, Wednesday the 30th, and Thursday the 31st (early on that day – many people work only a half-day), raised more money than those who mailed only once or twice. This past year, the 31st was a day off for many more people (since New Year’s Day was a Saturday), so the best days seemed to be Monday and Thursday.
The message:
Shorter even than usual is the rule; Instead of a lengthy look backwards in the prior year, you might offer opportunities in the coming year, achievable if enough funds are raised. People will support your solutions to the problems they want solved.
It’s OK to send the same message several times in a row, especially to those who didn’t open the previous one. Use a different subject line and keep sending email.
Need help with your email schedule and appeals? Contact me.
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Rick Christ has been helping nonprofit organizations use the internet for fundraising, communications and advocacy since 2009, and has been a frequent writer on the subject. He delights in your questions and arguments. Please contact him at: RChrist@Amergent.com or at his LinkedIn Page
