6 must-not-do things for your year-end email campaign

Don’t panic, but your year-end email campaign should start later this week. The final week of the year is huge for online fundraising. Much, much bigger than Giving Tuesday for most organizations.

A great year-end email campaign should consist of three or more (maybe a lot more) emails, sent starting December 26 and going until the 31st — which is the biggest online giving day of the year.

It’s not too late to create your year-end campaign. And here are some things to avoid, from the StayClassy Blog, at 6 Year-End Email Appeals That Are Sure to Flop:

  1. The Stand-Alone Email Appeal. If you send just one, you’ll be lost in the crowd. You’d be better off sending none at all, because at least that doesn’t take any time!
  2. The One-for-All, All-for-One Appeal. Use your data and speak to each donor specifically. Use their name, city, amount or date of their most recent gift, knowledge about what they gave to. These things all can improve relevance and response.
  3. The Appeal That Links to a Generic Donation Form. Make sure the donation form continues the same message that causes them to go there in the first place!
  4. The Appeal that Isn’t Mobile-Responsive. A significant percentage of your donors are reading and responding to your emails on their phones. Make sure you’re making it work for them.
  5. The Appeal That Isn’t Urgent.Urgency is a key to any successful fundraising message. Good thing about your year-end campaign is the Midnight, December 31 deadline. Emphasize it!
  6. The Appeal that Ignores Donors. Be sure to thank your donors and report back to them how impactful their giving was. That’s how you’ll turn their gifts into future support.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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