Email is one of the most effective ways to get your followers to donate to your cause. But crafting a good ask email can be tricky: you want to make your purpose clear, without seeming pushy or demanding.
Here are some tips to help you write emails that not only get your supporters to make a contribution, but that get them to want to become long term donors.
Make an ask earlier in the email
In an effective donation email, make it clear to your readers that you are asking for a contribution. Leaving the ask until the end of the message can cause readers to wonder what your point is, and they may lose interest and click away before reading the entire email. If you are clear and direct when asking for a donation, your supporters will know what your goal is and will be more likely to donate.
Personalize the message
One way to cater your messages specifically to your followers is to segment your email lists. This allows you to send different sets of emails to people based on their level of involvement with your organization: consistent donors should receive different emails than first-time donors or inactive subscribers. Another way to personalize your messages is by including the name of the recipient in the greeting, which most email tools will allow you to do.
Send your message from a person
According to Campaign Monitor, 68 percent of Americans decide whether or not to open an email based on who sends it. Since people prefer to read messages from individuals rather than organizations, use a staff or board member as your sender. Also, sign your emails with a person’s name rather than the name of your organization.
Have a clear call to action
Include a call to action button at the end of your message so that readers have an easy way to make a contribution. Make your button stand out to draw your readers’ eyes to it. Also be sure to include contact information for your organization, so that people have a way to ask questions and get more involved.
Send a thank you email
Once you’ve received a donation from someone, it’s important to show them that you’re grateful for their contribution. If your donors feel appreciated and connected to you, they’ll be more likely to donate in the future. You can also invite donors to special events if they donate a certain amount, or send donors a physical, hand-written card or postcard thanking them for their donation.