End-of-Year Email Campaign Guide

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End-of-Year Email Campaign Guide

Note — For questions or comments about this guide, or additional consulting assistance on your end-of-year campaign (content review, campaign structure, mobile-friendliness, multi-channel integration, etc.), please contact Mike Snusz, Sr. Internet Marketing Consultant, at mike.snusz@blackbaud.com.

If you use Blackbaud NetCommunity, please see Blackbaud’s How to Create Your End-of-Year Campaign Emails in NetCommunity booklet for specific instructions on creating these emails within Blackbaud NetCommunity, including starter HTML for each message.

End-of-Year Email Campaign Guide

End-of-Year Email Campaign Content PlanningCAMPAIGN THEMEDescribe, in your own words, the theme of this campaign. The best campaign themes are short, to the point, and can be expressed in a single sentence. This theme should be easily woven through your entire campaign, including subject lines, calls to action, and campaign images. If you already have an offline fundraising campaign planned for year-end campaign, you should consider using the same theme so that your online campaign complements your offline activities. Some examples:

“Make them cry this Christmas” – a year-end campaign by the Paul Anderson Youth Home to promote their fundraising onions, hot sauces, and giving in general over the holidays.

“Spread Joy to the World” – a year-end campaign by Riverwalk Jazz to promote support for their online jazz programs as a way to bring an appreciation for classic jazz to an international audience.

“Bring light into a senior's life this Chanukah” – a holiday campaign by DOROT to remind their constituents about the need to visit and support the homebound elderly during Chanukah.

[Enter your Theme Here]

CAMPAIGN NARRATIVE Describe, in your own words, the story you’d like to tell your constituents over the course of this campaign. Keep in mind that your campaign will have multiple email messages and should convey a beginning (launch), middle (stewardship and follow up) and end (last chance to give). Please answer questions like:

What is the most compelling need your organization will address during the holidays? What is the most moving personal story you’d like to share about the work you’re doing? What is happening right now or what will happen in December to make this campaign

timely? What is the impact you hope to have in the coming year?

[Enter your Narrative Here]

End-of-Year Email Campaign Guide

END-OF-YEAR CONTENT BEST PRACTICESSubject LinesYour subject line is the first part of the email that your readers see. A compelling subject line should speak directly to your donors’ interests and their impact on those you serve, while generating enough curiosity to make your reader want to open the email at that moment.

Vary your subject lines from message to message during your campaign and consider testing different subject lines.

Some examples: A reunion like no other 25 8th Graders Need Your Help Make them cry this Christmas Fill Chanukah with light for our seniors Why you matter to a starving child Two millions pounds of whales – in freezers

Keep Content Short. Bold Important Phrases.Keep your content brief. 1-2 sentence paragraphs work best, especially on mobile devices. Bold 1-2 of your most important phrases/sentences within each email, so they stand out to the estimated 1/3 of people who will skim your message.

Writing Compelling Appeal ContentDuring BBCON 2011, M+R’s Steve Daigneault presentation Storytelling and the Art of Email Writing outlined how to write compelling email appeals that make your reader the hero of the story. His white paper, which can be read here, highlighted how stories alone will not compel someone to give to your email. Stories, though, can be used to grab your reader’s attention and show the impact of gifts (instead of just telling them about it). Here are two ways to write compelling stories in your email:

1. Describe the problem vividly from the perspective of those you serve

For example:

a. Instead of: While a hospital visit can be a stressful time, several programs at ABC Hospital are helping to reduce patient pain and promote healing.

b. Say: When you’re lying in a hospital bed for the first time, everything is scary. The uncertainty of your diagnosis, unexpected alarms, and constant interruptions keep you on edge.

Another example (from a 2011 appeal email):

When a young girl goes untreated for her disability, she won't just feel the consequences for a few weeks. She will feel them for her entire life. Without the help she desperately needs, she'll struggle to reach even the most basic milestones of childhood: learning to read, making friends, graduating from school.

End-of-Year Email Campaign Guide

2. Focus on the donor as the hero of your story, instead of your organization

For example:

a. Instead of: ABC Hospital hosts live performances to help provide a relaxing environment for patients.

b. Say: You can help provide a relaxing, healing afternoon to patients, giving them relief from their hospital room.

Other examples (from a 2011 appeal):

You have the power to make a difference for that one little girl – and millions of other children just like her – before it's too late. Your gift today sends a powerful message that every child deserves to succeed, no matter what.

You can provide second chances to so many animals.

See the difference?

Call-to-Action LinksIt’s been estimated that 1/3 of readers skim email messages, so write links that answer What your reader can do + the Impact it will have on those you serve. As outlined above, make your reader the hero of the story within the call-to-action link

Examples: “You can provide food to those starving in Somalia”“You make these life-changing services possible”“Every ten dollars you give provides one patient with a medical first aid kit”“You can give more hospital patients the joy of a musical performance during their stay”

Donation LevelsList three donation level amounts in your email and what each donation amount will provide to those you serve. These donation amounts should also be included on your donation form. Explaining different giving levels helps your reader visualize the impact of their gift.

For example: $35 allows you to provide one family with flu vaccinations for their children $50 sponsors one clinic visit for an individual who is in need

From Address: [email address] (HINT: Your supporters will see this in the “from” line - constituent replies and out-of-office notifications go here; make sure it’s an address that’s checked regularly)

From Name: [the name of your organization] (HINT: Your supporters will see this in the “from” line – it’s recommended to use your organization name as the “From Name,” since everyone may not know the name of your Executive Director or other staff members.

End-of-Year Email Campaign Guide

Email #1: Kickoff Email (1st or 2nd week of December)CAMPAIGN KICK-OFF SUBJECT LINE [enter your subject line here – 34 Characters or less]

Dear [First Name],

[1-2 sentence description of the urgent problem you’re working to address. Describe the problem vividly from the perspective of those you serve – e.g. those in need, students, etc.]

[1-2 sentences that describe how the email recipient can be the hero, instead of your organization. Describe how taking an action at this moment will resolve this problem.]

[Insert link to donate that tells the email recipient how they can be the hero in resolving this problem right now.]

[1-2 sentence description of what it means to be a supporter of your organization.]

[1-2 sentences describing the background/history of the problem you’re addressing and the negative outcome(s) that has occurred]

Your help will ensure [the change that will occur if the email recipient takes an action]

It doesn’t take much to [insert problem you’re addressing]:

$XX will pay for [outcome of gift] $XX covers the cost of [outcome of gift] $XXX allows [those you serve] to [outcome of gift]

[Insert donate link that rephrases how the email recipient can be the hero in resolving this problem right now.]

Please give [those you serve] the chance to [change that will occur from their action].

Sincerely,[Insert Name][Title]

[Link - how they’ll help those

in need, under 10 words]

Your Sidebar Image Here

Use a compelling image of those you serve , prefrably looking into the camera.

Thermometers of how close you are to your goal also work well as part of the image.

Resize images at webresizer.com

This image should be about:160px wide

x 200px tall

[Caption - highlight your problem; under 10 words]

Organization Name Street Address, City, State, Zip Code Phone: xxx-xxx-xxxx | Fax: xxx-xxx-xxxx | Email: [insert]

End-of-Year Email Campaign Guide

Privacy Policy | Email Preferences

Email #2: Seasons Greetings Email (3rd week of December)SEASONS GREETINGS SUBJECT LINE [enter your subject line here – 34 Characters or less]

(above image: about 200px x 100px)

Season’s Greetings[Insert content here. The focus of this email should be to build relationships by wishing them season’s greetings.

Make it sincere and heartfelt. Thank them for caring about your cause.

The above logo image should be about 200px x 100px.

Use a holiday-related picture on the right of those you serve, preferably where they're looking into the camera (picture on the right should be about 247px x 361px).

Keep the focus on happy holidays. Your next email will again include a hard ask. Donate image on the right should be about 200px x 50px.

Word count should be around 70-80.]

(above image: about 200px x 50px)

Organization Name Street Address, City, State, Zip CodePhone: xxx-xxx-xxxx | Fax: xxx-xxx-xxxx | Email: [insert]

Privacy Policy | Email Preferences

End-of-Year Email Campaign Guide

Email #3 – Kickoff Follow Up Email (Dec 27 or 28)KICKOFF EMAIL FOLLOW UP SUBJECT LINE [Enter your subject line here – 34 Characters or less]

Dear [First Name],

[2-3 sentence follow-up note providing a campaign update, including how far you are away from your goal. Reiterate the problem you’re working to address and how they can solve this problem. If possible, describe your goal in terms of the number of people that still need to be helped (e.g. 200 people still need help). Remind them there only a few days left to make a difference this year and that their gift is tax deductible.]

[Insert donate link that tells the email recipient how they can join the others who have take action to can help those you serve.]

Sincerely,[Insert Name]

<NOTE: INCLUDE EMAIL #1 BENEATH HERE, AS SHOW BELOW>

Email #4 - Last Chance Email (December 30 or 31)

End-of-Year Email Campaign Guide

CAMPAIGN SUBJECT LINE [enter your subject line here – 34 Characters or less]

Dear [First Name],

Today is your last chance to give a gift to [brief statement of impact]. Your gift today is tax-deductible for 2012.

With the generous support of our donors this year, we have been able to:

[●brief list of this year’s accomplishments●brief list of this year’s accomplishments●brief list of this year’s accomplishments]

Your gift before 2012 comes to a close will help us prepare for all the challenging work we face in the New Year.

Won’t you give one last gift this year and help us [restate impact]?

As always, thank you for your continued partnership in [brief statement of mission].

Wishing you a safe and happy New Year,

Sincerely,[Insert Name][Title]

[Link, under 10 words - indicate last chance to help those you serve]

Your Sidebar Image Here

Use a compelling image of those you serve, preferably looking into the camera.

Thermometers of how close you are to your goal also work well as part of the image.

Resize images at webresizer.com

This image should be about:160px wide

x 200px tall

[Caption - highlight your problem; under 10

words]

Organization Name Street Address, City, State, Zip Code Phone: xxx-xxx-xxxx | Fax: xxx-xxx-xxxx | Email: [insert]

Privacy Policy | Email Preferences