On Monday I wrote about an email that I received from UNICEF that really stood out from the pack of emails that I receive. Today I thought I’d share more about the non-profit fundraising emails I’m receiving this time of year and their subject lines.
Some background – I voluntarily subscribe to a lot of non-profit email lists. Why? Because I’m super curious to see what non-profits around the world are up to. I like to see how people are using email to keep their community updated and to raise money from them. I see this as a research/recon tool. It’s something that you can do, too! I learn a ton from emails that I receive.
Observations
Non-profits are sending an interesting cross-section of email content this time of year. As you can see from some of the subject lines, there are general newsletters, informational emails, fundraising emails and thank you emails.
While your donors might not subscribe to as many email lists as I do, they probably do receive a high volume of emails. In the mix of everything they receive, the unusual subject lines are the ones that stand out (but that’s not a new revelation). What are the ones that really stood out for me?
Goats are no joke. You know those international development organizations that ask you to buy a goat for someone in a developing country? Of course you do. It’s a pretty standard practice. Even so, this subject line definitely caught my attention. Plus it was sent on Giving Tuesday. It’s a great way to stand out from all of the emails that have “Giving Tuesday” in the subject line.
We’re so lucky! There’s a certain enthusiasm and personality that exudes from this subject line. It was a recap of a non-profit’s Giving Tuesday campaign that thanks supporters.
Much like in donor stewardship, the concept of “surprise and delight” applies to email.
Donors are used to the standard fundraising emails that land in their inbox. Why not do something out of the ordinary? By being an outlier you are more likely to catch their attention.
Tips for You
There’s a lot to learn about fundraising emails. Here are two reflection questions to get your wheels turning:
How can you incorporate surprise and delight into your year-end emails?
Do you have an opportunity to test a new tactic?
