A written tone that sparks interest in your organization will make your donation request email effective. The use of email as a fundraising medium is gaining popularity because it is relatively cheaper than physical mail and telephone. Electronic mail makes communication happen faster. There are several steps you can take to create a compelling email so readers respond to it and you get a big donation proceeds.
Step
Part 1 of 3: Setting Up an E-Mail Structure
Step 1. Create a strong headline
The headline is the first line in an email that serves as the title. Of all the emails sent, only 15% of the emails were opened. A catchy headline will hold the attention of that 15% of people and encourage them to keep reading. On most email accounts, you can read the first line (headline) of the email next to the subject line. Those headlines encourage people to open your emails and keep people reading
- Use active verbs and nouns to attract attention. Also use bold, centered, and larger font sizes.
- Keep the headline short so that it makes the purpose of your email clear from the start. Encourage readers to think that reading this email will be useful, appropriate, and relevant.
- Answer the reader's question: What will I get?
- Subject lines can invite readers to do various things, such as respond to your email, request their attendance at a particular event, or share a local community place or event.
- An example of a good headline is, “Riau Against Natural Gas Law in Court”
Step 2. Tell the whole story in the first paragraph
State your goals from the start. Don't make the recipient read half of your email without understanding what it means. They may discard your email without making a donation. Write clearly in this paragraph what your request is and why you are sending the email.
- Ask for donations in the first paragraph. If speaking directly, you should ask carefully. However, if you're using email, ask for it in the first place. Make this request easy to read by writing it in bold or in larger font.
- In your request, tell the reader what you will do with their money. If a small donation allows you to do something, say so. For example, if $5000 can feed 100 children, say so. Writing it down will get you more responses than writing it costs you IDR 15,000,000 to build a cottage.
- Tell readers that they have the right to refuse. Statistics show that people are more likely to give when they feel free to choose than when they feel compelled.
- Explain and describe your mission in the first paragraph so that the reader immediately knows what the money will be used for. Show you are not just collecting money.
Step 3. Use microcontent wisely
Microcontent is the short phrases and subtitles that adorn emails. Use microcontent to highlight your main points so readers who are accustomed to skimming will find it interesting to read your text.
- Microcontent includes titles, subtitles, subject lines, links and buttons.
- Use active verbs, descriptive adverbs, and nouns. Your goal is for them to read the entire text.
- An example of a good title looks like: “Donate IDR 500,000 to Save the Dolphins”
- Make the text bolder or larger so it stands out. This subtitle appears before a paragraph or when starting a new section.
- Write a simple subtitle. You may or may not use subtitles, but they are useful when your title is too short. Use the same principles – short, actionable, bold.
Step 4. Write a story
Writing a story in an email will attract more readers' attention. Write the story in the body of your email. Remember that stories have a beginning, middle, and end. You can use emotional stories to encourage readers to donate. Write a true story of the results of your activities.
Step 5. Write a short paragraph
Write your email using short, clear paragraphs. Readers will be tired from receiving a lot of emails. Limiting the length of your email will make you stand out.
- Make one or two main points.
- Keep your email concise even if you have to edit and revise many times
- Do not include a history of why you are requesting a donation. The sentence in the opening paragraph and your story in the body paragraph are sufficient to explain your reasoning.
Step 6. Provide links and buttons – but don't stray from the message
You may want to include hundreds of links, but this can distract readers from your main message, which is asking for donations. An easy way to provide information without distracting yourself is to include all the information on your website and include only one link in the email, the link to your website. For example, if there is a study that supports your statement, don't include a link to a long and complex study in the email. Place the research link on your website (and make sure the choice to make a donation stands out).
Step 7. Add the image carefully
You may want to add an image or two to emphasize your point, but this is not necessary. In fact, colors and images can make your emails look like spam. If you include an image, place it at the top or bottom of the email and use it only when absolutely necessary to communicate your point or generate sympathy.
- An example of a useful image would be your fundraising target receiving donations, such as a photo of a child receiving new clothes for the first time.
- As an exception, you can insert your logo in an unobtrusive place, like the bottom corner of an email. This logo can make readers recognize your organization.
Step 8. Write follow-up/next steps information
The end of the email is information on how to follow up. Make this information prominent so readers can see it before reading the reasons why they should donate. This information tells the reader why you sent the email. Write clearly about how to make a donation.
- If a reader doesn't understand the content of your email, they're likely to throw it away.
- Make sure this final “request” stands out and clearly state what you are asking for. Dedicate a paragraph to this, using bold or a larger font or a different typeface. Write a link or create a button with a different color.
- If the reader has to press a certain button or link or if the reader has to reply to an email for further instructions, tell them clearly: “Click this button to save an ape right now!” or “Push the reply button and type ‘donation information’ into the body of the email.”
- It will be easier if the reader can press the button right away. You will also get more donations this way. So provide a link or button to your organization.
- Create a website or online donation page so readers can donate online. After all, this is something readers expect from a donation email.
Step 9. Keep it short
If your email is long, it will be difficult for readers to read it. Writing short paragraphs and headings will make your email easy to read at a glance before readers decide to keep reading.
Part 2 of 3: Considering Readers
Step 1. Make the tone of your writing more casual than a letter
A letter sent by an organization to an individual often sounds formal and impersonal because of the communication medium used. However, email, like blogs, has a more casual tone.
- Use second person pronouns for the reader.
- Use everyday expressions to make the reader feel close to you, such as "He's working hard" or "Don't sit idly by."
- Use clear, honest and open language when talking to readers so they feel close to you and think your request is sincere.
Step 2. Make your words easy to read
Use a simple typeface and visual appearance. Don't use cursive – use Serif fonts and don't use a different typeface for titles and text. Vary the bold or font size for emphasis.
Your email should be easy to understand from a linguistic point of view – it's best to use language that middle school students can understand. Don't make emails that are too complicated. Your writing should be clear, error-free (language structure or spelling), and easy to read
Step 3. Use the service of an email provider
If you want to make sure your emails are opened or determine what kind of people read your emails, you don't have to wait to get this information along with a reply or donation email. If you use a service like MailChimp, you can use the metrics data generated by this service to create emails that resonate with your target audience.
- You can view metric data, such as number of clicks, number of opened emails, and number of emails read.
- The number of opened emails data helps determine popular subject headings and increase the number of people reading your emails.
- Another reason to use the services of an e-mail provider is that you avoid being suspected of being a spammer. You'll also spend a lot of time creating a list of email addresses, breaking them down to meet the maximum number of addresses (most emails have a maximum limit of 50 recipients per email), replying to one email at a time, and managing emails that bounced because the address was no longer active.
Step 4. Make sure the people on the email list care about your mission
Periodically check your email list to make sure that the people on it will read your emails, especially people who express their interest explicitly. Your metric data results will be better and you will use your time more efficiently.
Step 5. Create a personalized email by segment
Use different tones according to the donor group. For example, if you have a group of people who reply to your emails on a regular basis, send the email in a personal tone. Make another list with the names of people who don't usually open your emails. Send the email in a less casual tone. Also make emails with an “explaining” tone for people who are receiving your email for the first time.
An e-mail service provider will help you personalize your e-mail by including the reader's name, such as "Dear Mr Henry."
Step 6. Enter the data that supports your fundraiser
To make your readers feel involved, provide data on how your funds are being used or will be used. This information can be placed in the opening paragraph or in the section where you request reader follow-up or in both sections. People are more likely to give when they know their funds have been used for a good cause.
Step 7. Say thank you after receiving the donation
Don't forget to send a personal thank you note after you receive your donation. This kind of simple act can guarantee repeated donations in the future. You should send this greeting as soon as possible; think of this greeting as a receipt of money.
If you get a large donation each month, make a template that you can copy so you can paste it into your draft email and customize it quickly
Part 3 of 3: Building an E-Mail Address List
Step 1. Don't buy a list of email addresses
Selling and buying a list of potential donors' email addresses is an illegal activity according to the Government Regulation of the Republic of Indonesia Number 82 of 2012 concerning the Implementation of Electronic Systems and Transactions. There are companies that will let you “rent” email lists for one-time use, but they are very expensive. Thousands of email addresses usually get little results. Better spend your money on something else and find a better way to build a list of email addresses.
Step 2. Collect names and addresses at your events
Whenever your nonprofit is involved in an event, make sure you provide a way for people to put their email address on your email list. Make sure the registration paper clearly states that they are willing to be added to your email address list.
Try holding a sweepstakes or contest to get more names. At an event, run a sweepstakes or contest for people who register their email addresses
Step 3. Use social networks
Make sure your nonprofit has a strong profile on social media – from Twitter to Facebook to Instagram. It's easy to reach people through social media and if you have interesting material, people may share your writing or start helping you ask for donations. Ask your network on social media to register their email addresses so they don't miss important announcements.
Step 4. Make it easy to register
Your website should tell visitors how to register their email address. The site doesn't need to be flashy, but it should be easy to find and use.
Tips
- Read old letters (paper and electronic) used for fundraising. Use similar phrases if you think the letters are effective. Many organizations use old letters as examples to create new letters.
- Use your logo to instantly recognize emails. Readers often associate organizations or companies with their logos.
- Use the services of an email provider to create more engaging emails and generate metrics that will improve the performance of your emails in the future. MailChimp is a good choice.
- Make sure your email is white-labeled before you send it. If you use an online fundraising platform, such as Fundraise.com, this platform will do it automatically.
