Appeal to Last-Minute Donors via Email

Year-end giving is extremely important to the success of your organization. Some organizations raise almost 50% of their annual funds just from their year-end appeals. In fact, Nonprofits Source reports that 10% of all annual giving comes in the last 3 days of the year.

How can you nudge last-minute donors to support your organization? Our short email templates and expert tips will help you grab their attention during the last week of the year.

Since the end of December is one of the busiest times of the year for donors, you need to grab their attention and move them to donate, by making sure your emails jump out from the rest of the list.

Tip #1 Click-Worthy Content
Use click-worthy email subject lines to ensure your emails get read. Clever and witty subject lines create interest and avoid the dreaded SPAM filters. If you struggle in this area, check out this email subject line tester from Co-Schedule.

Tip #2 Make it Personal
Engage your donors with more personalized content in your emails. Constant Contact offers these tips to help your emails stand out by adding contact details and emojis to your email subject lines.

Tip #3 Make the Connection
Spark emotion and give donors a good reason to donate. Share compelling stories that connect your supporter to the impact of their donations. Use terms like “because of you” to demonstrate their partnership in making your outcomes happen.

Tip #4 Tick Tock, Times Up!
Create a sense of urgency by reminding supporters to donate before the year ends. If you have a matching donation, inspire donors with the specific goals you’re trying to reach.