More “Sizes,” More Donations:
Customized Messaging Maximizes Online Fundraising Efforts
Ever see something that’s “one size fits all,” perhaps a shirt or a pair of gloves? In concept it seems like a great idea – one universal solution with the potential for seamless execution. However, much like the fact a “one size fits all” shirt will perform much differently for a 6’4” 250lb man than for a 5’2” 102lb woman, the same is true in regards to your holiday email appeals.
While organizations often provide highly relevant content in direct mail appeals – based on giving history, interests and past actions – that same approach isn’t always carried over to email appeals.
Delivering relevant content to your audiences can significantly increase email click-thru rates. Remember, what works in offline fundraising also works for online fundraising.
Utilize Your Information:
1) Provide stats about last year’s big event:
- How many people attended last year
- How much the event raised last year
2) Personalize your emails:
- Thank people for last year’s gift
- Include last year’s gift amount
- Include how last year’s donations were used
3) Hyper Personalize Information
- Recognize the various micro-demographics within your donors
- Figure out the motivating factors & specific interests of your micro- demographics and include information that appeals to them
Create the Data:
What if you only have someone’s email address? How can you personalize? Start finding out more:
1) Ask for interests during the email signup process
2) Give current subscribers the opportunity to tell you what they like
3) Capture more information during event registrations
4) Get creative with how you capture information at events
5) Analyze the stats of previous emails
Offer options:
1) Include funding opportunities that match your donors’ interests
2) Position your ask in a way that speaks to donor interests
Your donors will likely only take a few seconds to decide whether to read or delete your email. Relevant content that catches people’s attention has the ability to establish a personal connection with people and keep them reading.
If you’re not delivering personalized content, your email could negatively impact your relationships. Think more “sizes,” more interested readers, more engaged donors, and ultimately more donations.
