Email marketing is the fastest-growing method to get more people aware of your fundraisers. In 2017, email messaging accounted for over 28% of online fundraising. Emails also influenced over 31% of online donations from Gen Xers.
This should give you an understanding of what a powerful tool emails are in your fundraising endeavors.
But, it isn’t enough to write an email and send it out. For your fundraising email to positively impact your nonprofit, you need to understand the concept of the best fundraising emails.
This article will cover a step-by-step process of how to write a fundraising email that converts.
Steps to writing an email fundraising campaign
Step 1: Your email should tell a compelling story
Storytelling in marketing has a lot of benefits. For one, humans are wired to respond to an emotionally driven story. So, incorporating storytelling in your fundraising email will catch the interest of your intended audience.
A good story in your fundraising email will help drive the mission of your fundraising activity. It will also give your audience a better glimpse into the world you are trying to help.
Here are a few ways to use storytelling in your email fundraising:
- Use your words to paint a mental picture in the minds of your readers.
- Use emotional words in your story to pull on the heartstrings of your readers. Humans are more likely to contribute to your fundraising when they feel emotionally connected to your cause.
- Make sure to use simple, everyday language. This helps the readability of your story.
- Your story should show how your target audience donation can impact your cause.
- Make sure your story tells your readers why they should care about your cause.
- Be specific. Your story should focus on the particular fundraising initiative and no random information.
Step 2: Create a powerful subject line
There is no use spending so much time creating a fundraising email that never gets opened. So, it is imperative to create a subject line that would provoke action in your readers.
A few tips to go about creating a powerful subject line are:
- Use emotionally powerful words in your subject line.
- Use words that create a sense of urgency in your subject line. Words like; important, urgent, etc.
- Ask questions in your subject line. This could increase your email open rate.
- Try personalizing your subject line with readers’ names, etc.
- Keep the subject line short, clear, and to the point. Ideally, you shouldn’t use more than fifteen characters in your subject line.
- Avoid words like; help, discount, reminder, in your subject line.
Step 3: Tell your audience what you will use their money for
“$20 will not feed all the starving kids in Africa. But it will help.”
A statement like this tells your audience where their money is going. It also encourages your readers to give as much as they can to your cause. Most people fear that their money will not be enough to help your cause, but by emphasizing that no amount is too small in your fundraising email, you are more likely to persuade people to give.
This approach helps your patrons connect the dots on the outcome of their donations.
Step 4: Use a single CTA
You might have heard that some of the best fundraising emails use three CTAs. This is true. However, when we say to use a single CTA, we don’t mean to ask your readers to give only once in your email. We mean, ask for just one thing.
For example, if your goal is to raise funds for your fundraiser, don’t also ask your readers to volunteer or sign up for your event. Keep your CTA specific to one action.
Also, when using your CTA in your email fundraising campaign, make sure you are asking for that specific action in different ways.
For example, if you are asking your readers to donate to your cause, you can;
- Add a donate button that links to your donate page.
- Hyperlink text in your email copy to your donate page, etc.
Make sure that you use your CTA early in your copy. Ideally, in your first two paragraphs.
Step 5: Craft a persuasive closing paragraph
Any lawyer will tell you that a compelling closing argument can make or break their case. Think of your closing paragraph for your email fundraising campaign in the same light.
Here are some pointers for writing a closing paragraph that works;
- The tone of your fundraising email is everything. Strike a balance in the tone you use in your email. Make sure your expression doesn’t make your readers feel guilty. This could discourage your readers from giving.
- Use a positive and uplifting tone in your closing.
- Thank your readers in advance for donating.
- Ensure to tell them why their contribution is essential to your cause.
Your closing paragraph should relay your confidence in your reader’s ability to give. It should connect with your readers on an emotional level and be in tune with them.
Pro tip: If you have issues crafting the perfect closing, hire professionals from writing service review websites like Alltopreviews or Topwritingreviews.
In conclusion
This article on how to write a fundraising email covers some of the most important steps in writing an email that works. Crafting a fundraising email that achieves your goal is not easy, but if you follow the steps outlined in this article, you are well on your way to success.
Remember to implement best practices in your email copy, segment your audience, and choose the write messaging that works for each segment. It is important to note that every donor is different. So, their drivers to donate will be different as well. There is no one size fits all formula.
Additionally, don’t forget to test every tip detailed in this article to see what works with your audience. Carrying out detailed testing along the way is the only way to figure out what works for your nonprofit.
