![]() Visual content, like photos and video, is easily digestible, emotionally accessible, and extremely compelling in a holiday fundraising appeal. Bold-colored, very clickable call to action buttons and linksĪ surefire, straightforward way to maximize online holiday giving is to appeal to the senses.Short but compelling copy about your holiday campaign and why the reader should take action.A visual component – this might be your campaign-branded banner, an explainer video, or a photo of your work in the field.To maximize the success of your holiday giving campaign, don’t send just one email send an email series. Most of us probably know this scenario too well: you open an email but can’t respond right away and, even if unintentionally, you completely forget about it. Serialize with more than one email or social media post You’ll be surprised at people’s generosity, especially when you speak to them personally and genuinely. For example, don’t be afraid to contact your recurring donors for an extra contribution during the holidays. Send online holiday giving appeals to all donors.A message to a long-time monthly donor should differ from someone who donated $10 eight months ago. Demonstrate the impact a donor’s level of engagement has created.It’s more important than ever to segment your contacts into lists that will each receive special treatment.īy personalizing your end-of-year appeals, you’ll be able to maximize holiday giving because you’ll be able to speak to your donor’s individual relationship with your organization. Some give monthly, some yearly, some volunteer with you, and others donate only to specific programs. They’re individuals with different preferences and attributes. Remember, your donors shouldn’t just be lumped into one big group. Personalize your holiday fundraising appeal with segmentation Making those nonprofit calls to action large and clickable.Limiting subject lines to 35 characters or less.Using an email marketing service that offers mobile-responsive email templates. ![]() To maximize holiday giving online, you’ll need to employ email marketing for donation appeals, so make sure you’re ready to take on the itty-bitty inbox by: Any matching partnerships you might have going on.The impact of a donation (e.g., $20 provides 10 meals).Carry over your email aesthetics and language to the unique donation page.How? Over the years, it’s shown that custom-branded donation landing pages raise more than generic pages and now, you can implement cross-channel marketing with a consistent, recognizable brand.ĭuring the holidays you can really maximize the power of consistent messaging and branding by creating a donation page tailored for your year-end campaign. In fact, the ability to easily build a brand identity has made your life as a fundraiser or marketer better. Web applications allow you to brand and customize your website, donation pages, and social media profiles in ways that had previously been unimaginable to someone with no technical or design skills. In fact, beauty has never been more accessible. The Internet is a beautiful thing it really is. Customize your holiday fundraising appeal email and donation pages When creating your year-end fundraising marketing plan, make sure you nail your holiday fundraising appeal, so your organization can make the most of the holiday season. A successful holiday fundraising appeal will give your organization deep roots from which to grow in the New Year. In this Golden Age of online giving, a little planning can go a long way. The value of holiday giving campaigns cannot be overstated: Around 30 percent of annual donations are made in December, and 10 percent of that happens within the last 3 days of the year. The prevalence of online fundraising, and the growing popularity of Giving Tuesday, have only galvanized nonprofits to maximize holiday giving online. Terri Harel Last Modified: Novem12 min readĪs nonprofit professionals know, holiday giving is no picnic.
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