With #GivingTuesday behind us, I’m sharing a few observations and lessons learned that can be applied all year long.
Email Name and Subject Line: I received a number of emails from individuals at organizations. I didn’t recognize their name and I deleted them. While personalizing an email from an individual can work if the audience would recognize the name, consider emailing from the organization itself or the CEO if sending a broad email.
Consider segmenting email blasts: Craft a message that is more personalized to an audience that is more familiar with your organization (those who open your newsletter, attended an event, made a past gift). Use a broader message designed to educate those who are less engaged (names in the database, those on your newsletter list but who aren’t engaged).
Send an automated personalized thank you: If someone has just made a gift (on #GivingTuesday or any other day), you’ve just captured their name. Don’t send an automated note that is addressed “Dear Friend”. Use their name.
Multiple Emails and Asks: I loved receiving an end of day message from organizations I supported letting me know how much they raised and the impact those funds will have on the organization. I did not love receiving an email (or two or three) from an organization I supported earlier in the day asking me for more money. More than two asks in one day is too much. Work with your development operations or technology team to implement a rolling suppression to ensure donors from earlier that day do not receive multiple solicitations.
I invite you to share your #GivingTuesday experiences with me!