November 07, 2015
Nonprofits make a huge chunk of their revenue during the last few weeks of the year – from Thanksgiving until December 31 at 11:59 p.m. So the fundraising strategies you employ during year-end should be rock solid. Careful and thoughtful planning is the key to seizing year-end opportunities.
Here are three email tactics that are relatively painless to implement:
1. Engage subscribers before asking for money. The Jane Goodall Institute asked me to vote for their nonprofit in Animal Planet's 2014 Matching Campaign (see email below). They invited me to show my support without pulling out my credit card. In fact, all they asked for was "just one click."
They've engaged me for two reasons:
- The barrier to entry is low (just one click).
- The reward from that one click is high (the good feeling from supporting JGI).
By engaging me emotionally first, they increase the likelihood I'll donate (which I did).
And if you didn't already know it, let me remind you: Opens and clicks are gold!