Welcome to part three of my 2024 Giving Tuesday Endless Email Review!
As I mentioned in part one and part two, I am reviewing all 627 Giving Tuesday (GT) emails I received to share with you email tips, best practices and expert advice.
Let’s get to it!
The Really Good
1) Take a look at what Coastal Mental Health sent me the day before GT:
While there is an ask at the outset, I LOVE this idea for GT! It’s simple, it’s different and it fits with their mission. I also like the P.S. where they use email to encourage people to follow them on social media. People won’t read every email you send. Find other ways to connect and engage!
Also, huge props to their team for one small but significant thing: The email from and reply to address is Alyssa’s email. Alyssa signed the email and if you reply, she’ll get your email directly. That’s a great way to build a relationship with an individual subscriber!
2) The Prevention of Blindness Society of Metropolitan Washington sent this email on GT:
You already know what I think about Gratitude Tuesday. Kudos to them!
Take a look at that awesome P.S. The CEO is reaching out and asking people to contact her to discuss the organization. THAT’S how you build relationships!
The Good
1) I want to share with you a good opening to a fundraising email from Live It Learn It:
Dear Ephraim,
“I wish I could sleep here all night!”
That’s not something you expect to hear from a 5th grader during a school day—but after a visit to the National Air & Space Museum, Joshua couldn’t get enough. He was mesmerized by the planetarium, feeling so close to the stars that he didn’t want to leave!
Today, we’re raising $25,000 to fund more transformative field experiences like this one. Will you help fund a trip with a donation?
More than 60% of students in our programs are visiting a DC museum for the first time. Without support, students like Joshua might never experience those “wow” moments that spark curiosity and new possibilities.
2) Team Orbis combined a countdown clock (which works to encourage people to give) with a clever image at the top of a GT email:
Why clever? They provide eyecare training, treatment, fight blindness and ensure everyone has access to quality eyecare. One of their programs is their Flying Eye Hospital. The above is a nod to that amazing program.
3) At the bottom of one of their GT emails, MSAA included this:
I like the fact that they know some of their audience may prefer content in another language and they show how to access it.
I also liked that they tell people upfront about the different ways they can donate:
Credit card shouldn’t be the only option you offer! Additionally, good on them for including a link so readers can find out if their employer matches donations.
4) I like this impact image that National Parks Conservancy added to one of their GT emails:
Icon + explanation + dollar amount = helping readers quickly make a donation choice.
5) The American Lung Association asked me on GT to help support lung health research for kids like Keegan, a ten-year-old with a rare chronic lung disease. What was great about this email was this image they included:
They told the story of one, explained the need but also added some inspiration to the email. Love the above pics!
The Bad
1) Americares opens one of their GT emails with this:
“We’re still falling short of our crucial $520,000 Giving Tuesday goal, but YOU can help put us over the top with your generous gift right now.”
Once again, for the people at the back: NO ONE CARES ABOUT YOUR INTERNAL FUNDRAISING GOAL! Lead with impact and stories, not with “you gotta help us make up what we’re missing.”
2) IRC sent me an email with this subject line: I know your email inbox is busy today.
Yuck.
When I saw that I assumed they were gonna tell me why I should be giving to them and not other organizations. Don’t do that!
3) In a post GT email No Kid Hungry lets me know they hit their fundraising goal. They add this image about impact:
The problem: The title is good but then all three bullet points are ORGANIZATION centric. It should be about what YOU, what the donor provides and not about WE, the nonprofit.
The Gratitude
1) FRAXA sent out a GREAT post GT email of gratitude:
It’s personalized. Great picture. They share impact and how much was raised.
But it’s the last paragraph that I love: Not everyone can give when you ask. That doesn’t mean you shouldn’t include them when you thank your community.
Nice touch at the bottom to share the signatures of their staff!
Full disclosure: FRAXA is a former client and we worked on this type of post ask email.
2) When Illinois Humanities wanted to say thank you to their community, they included this GIF at the top of their email:
Simple but sends a message. Well done!
Thank you for reading all three of my Giving Tuesday email reviews. I hoped you’ve learned some things and can implement them at your organization!
Does your nonprofit want to use email to help it grow and thrive? Check out the variety of email services I offer to help organizations of all sizes.
