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You are here: Home / Fundraising Advice / Stand Out During Year-End Fundraising With Stewardship

Donor Stewardship Fundraising Advice

Stand Out During Year-End Fundraising With Stewardship

If your inbox is anything like mine, it’s currently 50% fundraising emails from non-profits. Giving Tuesday emails. Year-end asks. Matching campaigns. The list goes on!

Getting a warm and fuzzy stewardship email this time of year is a rare gem and one that I always take notice of. Today I thought I’d share one from the UNICEF Foundation.

Subject Line: You + UNICEF = Amazing Things Happen

What’s Great About This Email

#1 – It is all about tangible impact! This email is jam-packed with tons of example and stories about how donors have had a big impact by donating to UNICEF. I love that there are short snippets of each and an option to click through to read more.

#2 – It’s donor-centered.  This email does a good job using the word “you” and talking directly to donors. That really is the key to great donor stewardship! Be direct, be sincere and be thankful.

#3 – Use of photos of the work in action. Words are great. I certainly love them. But it’s always nice to show the work in action. This email incorporated 3 images to really humanize the work and show the people who are impacted by gifts.

#4 – There’s an ask at the end. Yes, technically this is a fundraising email in disguise! The strategy here is to remind donors what they make possible when they give to UNICEF and in doing so, making them feel great about giving in order to get a repeat gift. While I don’t have the stats on how this email performed, I think it’s a great strategy.

There’s still time to send your donors a great stewardship email!

There are 23 days left in the year and plenty of time to incorporate an email like this into your strategy. If you have some space in your email calendar, consider testing an email like this to see how your donors respond.

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About Vanessa Chase Lockshin

My name is Vanessa Chase Lockshin, and I want to empower you to tell your story. In my personal life, finding ways to tell my stories has been a transformational practice. In my fundraising life, I’ve helped hundreds of organizations tell their stories to engage and inspire their donors. To date, my work has helped non-profits raise over $10 million.

« Non-Profit Storytelling Round Up – Vol 8
2014 Non-Profit Year-End Email Subject Lines »

Comments

  1. Sarah says

    April 7, 2016 at 2:19 pm

    Hi!
    Thank you for some great information on communicating with supporters.
    Unfortunately, the images aren’t currently available on this page, but I’d love to see the UNICEF example. Can you make the images work?
    Thanks!

  2. Lisa says

    December 15, 2016 at 2:20 pm

    Eight months later, the UNICEF example is still being mentioned but the image is still not working.

  3. Janice says

    December 15, 2016 at 5:03 pm

    I agree with Sarah. I can’t see the images either although I would like to see them.

Hi there!

My name is Vanessa Chase Lockshin and I've helped non-profits raise over $10 million by telling stories that engage and inspire donors. I'm the author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness, and the creator of immersive online training programs that have trained thousands of non-profit professionals. Read More…

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