The landscape of email fundraising is ever-evolving, but the elements that make for a great campaign remain steadfast. In analyzing dozens of email fundraising campaigns we’ve run for clients, there are clear throughlines that contributed to the campaigns’ successes.
One campaign that we ran for BC Women’s Health Foundation demonstrates the power of careful planning and strategic execution. The campaign, which aimed to raise $10,000, not only met but exceeded its goal, showcasing the effectiveness of a well-structured approach when creating a successful email fundraising campaign.
Get ready to take some notes because we are about to analyze the 4 key elements that contributed to the campaign’s success and provide actionable insights for organizations looking to enhance their email fundraising efforts.
Key Elements of Email Fundraising Campaigns
1. Clear Foundation and Key Messaging
It doesn’t matter if you have the slickest graphics in the world or the best campaign ambassador. Your whole campaign will fall apart if you don’t have clear messaging that communicates to people 1) why they should donate, 2) why they should donate today and 3) what difference their gift will make.
In BC Women’s Health Foundation’s Fellowship for Family Planning campaign, the messaging was built on a clear understanding of the audience’s values and motivations. That coupled with compelling stories made for an inspiring ask that received donations.
Another part of effective messaging in fundraising is having a clear theory of change. This explains how making a donation will make a difference. In this campaign, we told donors that by supporting the Fellowship in Family Planning, they would help increase access to abortion care by training doctors in parts of Canada where access is currently limited. This means that more women in Canada have access to this essential type of healthcare.
Considerations for your next campaign:
- In your email copy, have you clearly articulated your best reason for giving?
- Do you have a strong enough theory of change?
2. Compelling Ask
The heart of good fundraising is a clear ask to donate. But the ask must be more than “donate today.”
In the BC Women’s Health Foundation campaign, the ask was for a specific initiative (the Fellowship in Family Planning) and built in relevance for the initiative by telling donors that the Fellowship would help expand access to abortion care in Canada.
Considerations for your next campaign:
- Is your ask specific?
- Is your ask relevant?
3. Sense of Urgency
We created a sense of urgency in this campaign by setting a clear deadline. This urgency was crucial in driving immediate action from the recipients. Highlighting the deadline in the emails ensured that donors felt a time-sensitive pressure to contribute, which is a key driver in successful email fundraising campaigns.
In addition to a deadline, another way to create a sense of urgency is a connection to the moment in time and something that is currently happening in the world. This can also be a powerful way to build your case for support.
Considerations for your next campaign:
- Have you included some element that establishes urgency?
4. Matching Gift
Matching gifts aren’t the magic bullet for fundraising, but they can punch things up notch. The inclusion of a matching gift was a strategic move that doubled the impact of each donation. This not only incentivized donors but also provided a sense of greater value and impact for their contribution. The use of a matching gift amplified the impact of each donation, adding an extra layer of motivation for potential donors.
Here’s an example of one of the campaign emails. Please note the images side-by-side are one email.
To see a version of this email in layout and for easier reading click here.
Planning: The Key to Success
One of the most significant takeaways from the BC Women’s Health Foundation campaign is the importance of taking the time to plan the elements of a campaign. Creating detailed campaign briefs and building out the campaign’s foundational elements before diving into execution was critical. This preparation ensures that each component of the campaign aligns with the overall strategy and enhances the effectiveness of fundraising materials.
Get The Building Blocks of Your Next Campaign In Place Today
The BC Women’s Health Foundation campaign is a prime example of how thoughtful planning and strategic execution can lead to fundraising success. By focusing on a clear foundation, compelling messaging, urgency, and leveraging matching gifts, the success of the campaign illustrates the benefits of this approach. We hope that organizations can apply these best practices to their own campaigns for better outcomes.
As we are six months out from year-end fundraising, now is the perfect time to start planning your upcoming campaigns. If you’re looking to enhance your email fundraising strategies, we can help. Visit our consulting services page to learn how we can support your campaign initiatives. Book a FREE 30 min consultation call here.
