In 2020, a whopping $2.47 billion was donated to U.S. nonprofits by a reported 34.8 million people on GivingTuesday. Since 2012, this global event has inspired millions of people to donate to causes they care about, and email marketing is one key strategy that can engage and encourage your audience to support your nonprofit. Giving Tuesday is right on the heels of major retail holidays like Black Friday, Small Business Saturday, and Cyber Monday. It’s a busy time and donors will be bombarded with messages about those days. But, you shouldn’t hold back on email out of fear of overwhelming your supporters. Doing so can cause you to miss out on critical fundraising and stewardship opportunities. Rather, you need to design Giving Tuesday emails that inspire someone to take action.
Read on for some great examples of Giving Tuesday emails done right. Use them as inspiration for a successful fundraising holiday this year!
1. Wellesley Education Foundation
Things move fast in the inbox. You only have a few quick seconds to get people’s attention. We love how the Wellesley Education Foundation made their message stand out with a large red banner and a clear headline right at the start of their email.
Notice that because of the color contrast, with just a quick glance, readers understand what action is required from them.
This is another great example of a company that isn’t a nonprofit, but is still participating in the #GivingTuesday movement . We love how Lyft reminds their subscribers of the special day and connects them with worthy organizations to donate to. Nonprofits should consider such partnerships to increase brand awareness and multiply their donation base in a short period of time.
3. Charity: Water
Charity: Water is one of the best at marketing communications and does a great job of storytelling in this email. They walk their subscribers through the impact they’ve made in the past, and narrate their future goals. The infographic-like design combined with the beautiful photography make this an eye-catching email that’s easy to read and inspiring at the same time.
4. Dismas, Inc.
Use email leading up to the big day (and not just on it) to help drum up excitement. Better yet, show your subscribers the potential impact of their gifts with an emotion-packed video and quick explanation of how you plan to use their donations.
5. CARE Australia
Here’s a great one from CARE Australia. The heading says “because you care” to kickstart a one-to-one conversation. Plus, the statistics become a shared moment of pride for the organization and repeat donors.
As far as the statistics go, repeat donors give 42% more over a year than a one-time donor. Even if they want to donate for solely altruistic reasons, your email will prepare them to get involved.
Don’t miss out on your Giving Tuesday gifts
No matter how busy your organization is, you can send a professional looking email to your supporters in a matter of minutes. An all-in-one online giving platform, like GiveCentral, makes it easy with custom-made Giving Tuesday email templates and raises funds anytime.