Attracting + Keeping Donors with Emails They Eagerly Anticipate: Part 1

The Donor Attraction Letter

Wednesday, February 26, 2014

These days, it’s getting harder to show up in someone’s in-box with emails they actually want to read. Let alone anticipate.
 
Sounds almost impossible, doesn’t it?!

Well, the good news is that it’s NOT impossible!
 
The key is having an effective email marketing strategy that does a stupendous job of consistently delighting, “grabbing hold of,” and being valuable to your readers.

If you’re serious about leveraging the incredible power of your digital platform, you need a strategy like this to build + strengthen relationships with prospective + current donors throughout the year. 
 
Don’t have a terrific email strategy?
 
Not sure what that looks like?
 
No worries! Over the next few weeks, you’ll learn the best advice I’ve discovered for using email to connect with your readers on a deep emotional level, which will ultimately play the biggest part in getting them to open your email, click through, and take action.
 
Ready? Let’s go!
 
Tip #1: Know WHY You’re Sending Email
 
At the outset, it’s vitally important to understand why your readers would want to get email from you in the first place.
 
The short answer is this:
 
They’re looking for something.
 
More specifically, they’re looking for a FEELING that the promise of your email (and related content) makes to them.
 
Think about why YOU open any email … or click over to a website … or dig in to a new eBook.
 
Chances are good you’re in search of a feeling.
 
You want to FEEL better about something than you feel now.
 
As a donor to a nonprofit, this might mean:
 
You want to read a story about how someone is being helped because of support you’ve given. You want to FEEL good about your decision to donate money and improve others’ lives.
 
You want updates on tough issues you care about so you can use your voice to fight for positive legislative change. You want to FEEL empowered.
 
You want information that can help you prevent disease or illness, like nutritional advice or effective self-care techniques. You want to FEEL healthier and less fearful about getting a heart attack, for instance.
 
You may just want to hear from someone you know, like, and trust. You want to FEEL more connected to someone you think understands and “gets” you.
 
And, last but not least, something I talk about a lot:
 
You may simply want to get a nice, heartfelt message letting you know how much you’re loved for being a part of the good work being done. You want to FEEL loved and cared about.
 
These are the kinds of FEELINGS you can deliver to your readers with your emails.
 
Keep in mind that this is the end game: Making your nonprofit fans feel the way they want to feel. In turn, they’ll be more likely to take actions you want them to take. Always, always, always remember that people ACT based on EMOTIONS/FEELINGS first.
 
Tip #2: Write Like You’re Emailing a Good Friend
 
We’re going to delve deep into developing an effective email strategy as we move forward.
 
But, I want to start with this TOP tip because it’s so important!
 
Let me ask:
 
When you check your email, do you get more excited to see one from your best friend or a big company?
 
No brainer, right?
 
This is what you’re aiming for with your emails. Naturally, your emails won’t be quite as casual as those from your best friend! But, you get the idea.
 
Here are some essentials for success:

  • Write to address ONE person. This means addressing an email to me as “Dear Jen,” for instance, versus “Dear Friends.” Don’t make it come across as if you’re addressing a huge crowd of people. You’re writing to one person who’s going to click open and read your email. Make it feel intimate and personal by addressing it directly to the recipient.
  • Use someone's name as the “FROM” address. Your readers know someone is behind getting that email to them (eg: your monthly e-newsletter), so be sure to use an actual name—not the organization’s—as the FROM address. Much more personal! This should be the name of someone your readers know, like, and trust.
  • Write in a conversational, informal style. You want to write more like you talk, using colloquial words and expressions. Use contractions, too. This will help you create a more friend-to-friend feel that has stronger emotional impact. Your donors are your friends, after all! Stuffy, formal, jargon-filled, corporate-style copy will throw up barriers and block the way to your donors' hearts.
  • Let your personality shine through. Your readers want to get to know you and get a feel for the kind of person you are. So, don’t hold back on showing some emotion and enthusiasm that’s authentic to you. This will help boost your know-like-trust factor big time.
  • Be vulnerable. Show up in a way that endears you to your readers by being a little vulnerable. Share some special personal passion you might have on a topic. Express a little outrage or concern that comes straight from your heart. Apologize openly if you happen to make a mistake or send something in error. Send along a favorite recipe or recommend a movie you just saw—one blogger I follow does this a lot—so fun! Come to think of it, I need to get better at this! (See—I’m being vulnerable right here for ya!). This goes a long way in making you more relatable and likable.  

Thanks for reading and I'll see you next week with Part 2!
 
Dedicated to helping you attract and keep your donors,


Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter
 
Would you like some help creating a new + more effective email marketing strategy for your nonprofit? You know emails are so important for consistently connecting with donors + prospective donors, but maybe you just don’t have the time or expertise to figure it all out. I can help. Hit reply to start a conversation or call me at 248.957.8918. I’d love to work with you!