Holiday Email Tips to Thank, Involve and Inspire Giving

The Donor Attraction Letter

Wednesday, November 13, 2013

Thanksgiving is almost here!
 
The December holidays are right around the corner!
 
The new year will be here before you know it!
 
Are you ready with a terrific email marketing plan filled with messages that capture the spirit of the season and your donors’ big hearts for giving to the causes they care about?
 
If not, take a look at my recommendations for “must send” emails to get out to your supporters between now and the start of the new year:
 
Thanksgiving Thank You
 
A day or two before Thanksgiving, send an email with sincere, heartfelt thanks with no ask of any kind.
 
In it, share how thankful you are for your donors’ support and for being a special part of your community. Make it more compelling by including a short (30 seconds or less) video from a beneficiary.
 
Result: You’ll be making strong emotional deposits with your donors at a time that’s highly relevant to this holiday’s spirit of gratitude.
 
Year-End Fundraising Emails
 
Assuming you’ve got an annual fund or holiday giving appeal underway (or perhaps a different year-end campaign), be sure to use email marketing consistently in November and December to reinforce your fundraising messages and keep your cause top of mind.
 
The best frequency will depend on the unique dynamics of your organization. However, I tend to recommend sending an email at least 1x per week. In these emails, you’ll want to wrap your messages around stories of people being helped and how donors are the big heroes making all the help possible.
 
Result: By showing up in your donors’ in box consistently at this busy time of year, you’ll help make sure your nonprofit isn’t forgotten when it comes to year-end gifts. Remember: Ask early and ask often!
 
Invitations for Involvement
 
Are you hosting a holiday event? If so, be sure to send out an email invite (in addition to your postal mailing). It provides a faster, easier way for you to get the word out and for people to RSVP.
 
Do you need volunteers to help with your event or some other project? Now is a great time to send out an email asking your supporters to consider volunteering a few hours of their time.
 
Result: You’ll connect on a more personal level and create stronger emotional ties with your donors. This goes a long way toward cultivating loyal supporters and getting a generous response to your next ask for support.
 
Promote Tribute Gifts
 
Now more than ever, we’re all looking for gifts to give at the holidays that matter more—–gifts that truly touch and warm someone’s heart.
 
Receiving a charitable tribute gift that helps others is practically guaranteed to do just that!
 
So, be sure that your nonprofit is planting seeds with your donors about how they can make their gifts more meaningful (and avoid the stress of holiday shopping!) by making a donation to your charity in honor of someone special or in memory of a loved one lost but not forgotten.
 
Result: You’ll be helping your donors spend their holiday shopping budgets in ways that bring more meaning and joy to their lives and to the people they care about on their gift-giving list.

Promote Your Online Store
 
If your nonprofit has an online store that sells branded goods, now is the time to bring this to your donors’ attention.
 
Purchasing a shirt, hoodie, jacket, tote bag, mug, or some other item that supports your nonprofit could be just the right holiday present for people on your donors’ lists.
 
Result: You’ll be making gift-giving easier for your donors who enjoy giving traditional gifts. For these folks, buying a tangible item that also helps others in need is a perfect combination.
 
Happy Holidays
 
For the two big December holidays, Christmas and Hanukkah, segment your list (if possible) and send targeted emails wishing your supporters the very best on their respective holidays (again, with no ask of any kind).
 
If your list can’t be segmented, send a generic “Happy Holidays” message.
 
For the format, you can create an E-card or a regular email themed beautifully for the holidays. Timing for this email (or emails) will vary depending on whether you’re sending a targeted or generic message. To keep it relevant and hit the “sweet spot,” you’ll want to send this a few days or so before the start of the holiday.
 
Result: Again, you’ll be letting your supporters know that you’ve got them in mind and you wish them well at the holidays. In between other emails you’ll be sending asking for year-end donations, you’ll be showing some much-appreciated donor love to your supporters without asking for a thing, For donors, there’s probably nothing worse than only being communicated to when a nonprofit wants money. Donors don’t want to feel like ATMs. : )
 
December 30 and 31 Donation Reminder
 
These are the busiest days of the year for online giving. These two days cap off that all-important month of December when many charities take in 30% or more of their annual revenue.
 
So, be sure you’re reaching out to your list with at least one email on December 30 and one on December 31.
 
Many people procrastinate and wait until the very last days to give. Remind your donors that it’s their last chance to give this year and get a tax deduction. And keep emphasizing your past messaging about what donors’ support will help accomplish.
 
Result: You’ll keep your nonprofit front and center with donors at a time when many are deciding on those final donations they want to make this year.
 
Happy New Year
 
During the first week of January, ring in the new year with an email that gives BIG thanks to your donors for making the past year a successful one for those you serve. Give a mini-report of what your donors have helped accomplish in 2013 and a sneak peak at how you’ll be putting their support to work in 2014.
 
Result: You’ll be showing your friends that their donations are being used effectively to help improve the lives of others while creating excitement and anticipation about what their support will help make happen during the year ahead.

The big takeaway is this:

Holiday email marketing in November and December is VERY important for two main reasons: First, it will help you connect regularly with your donors in a cost-effective way when many of them get inspired to give to their favorite causes. Heck, even just one new donor at year-end could be the start of a lifetime relationship that results in many major and planned gifts down the road. Secondly, it’s arguably the best time to load on the donor love with plenty of messages that express heartfelt thanks, make donors your heroes, and energize them for the new year ahead.

Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter

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