How to make donor happy to receive your emails

This post is about how to talk to donors and make them happy to receive your emails (or any other form of message). The top concerns for charities when it comes to a donor engagement plan are: 

  1. Am I sending too many emails too frequently? 
  2. Are my emails actually getting read and converting into the action I want? 
  3. And how can I automate to save time? 

So let's get started! 


STEP 1: Talk to your donors 2-3 times a month! 

Err... is that too much? NO! Any donor engagement plan should have the goal of making sure your organization stays top of mind for the donor. Just think about it... how often do you "see" a message from Nike each month to make sure you recognize the brand and you also consider buying a Nike shoe the next time you are shopping? 

Talking to your donors is not about "Asking them for money". After all you don't talk to your friends only when you need money right? Instead, we should all talk to donors with the intent of making them "happy". This means that if we deliver value to the donors each time we send them a message, then why wouldn't the donor choose to talk to you more so they can be happier more often. 

Here are some other ways you can talk to donors without asking for donations: 

  1. Thank them and show them how their donations have made a difference
    - For example, say something like because of your $100 donation this month, the 18 children here will get to continue their education in school. 
  2. Delight them with a surprise gift
    - Send a present to your lucky donor or share something funny to brighten up their day. 
  3. Ask for ideas and feedback
    - Engage your donors to collaborate on the social mission together and deepen the bond working side by side. 
  4. Just pop in and say hi to ask about their day
    - It's nice to have someone care about us and be interested in our days.
  5. Don't forget to also ask for donations (sometimes) too! 

STEP 2: Use the right "FREE" tools and use the basics of copywriting tips

There is no need for fancy softwares if you can't afford it. In fact, some of the most effective tools are free like mailchimp.com where you can get started for free. Having the right tools will make improving your email engagement plan easier because: 

  1. You now know who opened your email
  2. You also know who clicked the action button in your email 
  3. You now when is the best time of the day to send your emails

And if you combine the analytic insights from having the right tools with these basics of copywriting, you'll definitely multiply the effectiveness of your email strategy. Here are the top 3 basics of copywriting: 

  1. Repeat your call to action about 3x
    - Once in or near the beginning, once in the middle, once at the end or in the "P.S." A good reason to ask 3 times is because if you only ask once at the end, you risk losing the action if your reader skims through what you wrote and misses your call to action.
  2. Spell out URL links in full instead of using a "click here" hidden link
    - Reason being that you may have older (and wealthier) donors who prefer to print out emails to read. They won't know where to go if your email only shows "click here" without the full URL.
  3. "You" is the magic word, not "I"
    - The magic word to use is "you". More "you" and less "I" or "we" will involve the reader much better. Too much "I" or "we" kind of copy will bore the reader and make them feel like we think we are super important. 
STEP 3: Send a timely reply through automation to save time and increase effectiveness 
This is something you can do easily and for FREE using your giviki. For example: 
  1. You can include a personalized thank you message with every donation to increase the feel good message and possibly cross-sell other campaigns. 
  2. You can send an update immediately to the relevant donors who gave to that campaign only by using the built in "send update" feature. 

Read more here - https://help.give.asia/article/256-how-to-get-new-donors

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