Maximizing your year-end giving after Giving Tuesday
Giving Tuesday 2016 has passed, but that doesn’t mean you should take your foot off the gas. It often takes more than one ask to get a supporter to give — don’t give up after one email. Follow up with a series of emails that offers compelling reasons about why a contribution is important and what it can accomplish.
There are people you should and shouldn’t reach out to during your year end campaign. One mistake organizations often make is continuing to send fundraising emails to those who just gave. As you send out your end of year appeals, think about who should get what and build segments to target each segment of donors.
There are some specific segments you should target after Giving Tuesday, and there are some groups you should leave out.
Who you should reach out to
Giving Tuesday Donors
Those who have given to your end of the year (EOY) campaign should receive a thank you note. Don’t forget to keep donor retention in mind – include their first name and reference the amount they gave, and tell the donor how their contribution will impact the cause. After you send the thank you note, don’t bug them with another fundraising email. As a general rule, you should wait at least 30 days before asking them to become a recurring donor.
Supporters that have donated before are already engaged. That’s good news. Remind previous donors why they made their last contribution and let them know how another donation will help. Be as specific as you can. When segmenting your list and drafting your emails, consider whether someone has opened or clicked on previous emails:
- Opened/clicked: If your contact has opened or clicked an email, it means he or she took the time to read what you sent. This could indicate that he or she was close to giving. Send a follow up email (or series of follow up emails) giving your past donor other compelling reasons to give.
- Didn’t open: Switch up your subject lines. Send supporters one or two more messages reminding them why they made their last donation. If they don’t open the next couple of messages, consider taking them off your list. There is no reason to send to those who don’t open. Excluding them will save you money and help improve your long term deliverability.
Potential donors are supporters who have yet to contribute to your organization. These supporters may be a little harder to convince to donate. Paint a picture of what their donation is going to accomplish.
- Describe the impact your organization has had this year.
- Promote a matching donation from corporate partners or a major donor. People love to give when they know their donation will have an even greater impact.
- Include different forms of multimedia (videos, pictures, interactive content, etc.).
- Include a clear call to action. It’s important for your supporter to have a clear path to contributing.
If your contacts don’t open four or five consecutive emails, consider removing them from your list.
Now that we’ve moved past Giving Tuesday, it’s time to focus on how to get all your donors to engage with you before EOY. Start by concentrating on who you still need to reach out to or follow up with.
Rather than just sending the same email to everybody, segmenting your list by past behavior can help you be much more effective. Those who have given deserve to be thanked (not bothered), while those who still need to give should be convinced with relevant content. Use the data you’ve been capturing like clicks, opens, and contributions to segment your list and reach out to each person in the most appropriate way.