Have a clear call to action: Donate
Posted: Thu Dec 05, 2024 9:14 am
A fundraising email isn't just about pulling the readers’ heartstrings. You must also include proof of your project or service’s impact.
This example from CLIC Srgent does both:
Holiday email fundraising campaign by CLIC Sargent showcasing impact
Source
What gives this impact story extra clout is that it’s written from the view of the beneficiary.
Plus, it’s relatable. Despite the family’s extreme situation, readers can empathize with the pressures of holiday season.
Specifics like the £600 a month cost of having a child in hospital show the need for support. The email goes on to detail how donations help, including the boxes highlighting suggested amounts and what they’d pay for.
Remember the age-old fundraising mantra? If iceland telephone number data you don’t ask, you don’t get.
And once isn’t enough.
Your email should weave in multiple donation requests. See how Amnesty International does it in their email fundraising appeal:
Fundraising email example by Amnesty International with multiple, varied CTAs
The first thing you see — the email banner — is a call to action (CTA) linking to the campaign donation page. The following donation buttons and hyperlinked bold text lead to the same page.
Fundraising emails should have one goal: getting people to donate. So, like Amnesty’s example, avoid distracting the reader with conflicting links and asks.
This doesn’t mean you can’t mix up the wording of your donation ask though.
The example above has the sole aim of getting supporters to set up a monthly gift. But, the copy varies each time, using call to action best practices such as:
Powerful verbs like “fight”
Words suggesting urgency, including “today” and “now”
Personal pronouns (“I” and “you”)
Remember, impact is more important than the donation. So adapt your messaging accordingly. In Amnesty’s fundraising campaign, supporters are not giving money, but Nazanin’s “freedom”.
This example from CLIC Srgent does both:
Holiday email fundraising campaign by CLIC Sargent showcasing impact
Source
What gives this impact story extra clout is that it’s written from the view of the beneficiary.
Plus, it’s relatable. Despite the family’s extreme situation, readers can empathize with the pressures of holiday season.
Specifics like the £600 a month cost of having a child in hospital show the need for support. The email goes on to detail how donations help, including the boxes highlighting suggested amounts and what they’d pay for.
Remember the age-old fundraising mantra? If iceland telephone number data you don’t ask, you don’t get.
And once isn’t enough.
Your email should weave in multiple donation requests. See how Amnesty International does it in their email fundraising appeal:
Fundraising email example by Amnesty International with multiple, varied CTAs
The first thing you see — the email banner — is a call to action (CTA) linking to the campaign donation page. The following donation buttons and hyperlinked bold text lead to the same page.
Fundraising emails should have one goal: getting people to donate. So, like Amnesty’s example, avoid distracting the reader with conflicting links and asks.
This doesn’t mean you can’t mix up the wording of your donation ask though.
The example above has the sole aim of getting supporters to set up a monthly gift. But, the copy varies each time, using call to action best practices such as:
Powerful verbs like “fight”
Words suggesting urgency, including “today” and “now”
Personal pronouns (“I” and “you”)
Remember, impact is more important than the donation. So adapt your messaging accordingly. In Amnesty’s fundraising campaign, supporters are not giving money, but Nazanin’s “freedom”.