Fundraising Fundamentals

HOW TO WRITE WINNING EMAILS

Whether you're looking to drive donations, share your latest news, or even just say thank you, we've put together some top tips you can use when emailing your supporters.

Fundraising Fundamentals

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WRITE RIDICULOUSY GOOD EMAILS EVERY TIME

Hey You,

Is your email fundraising campaign slow to take off? Maybe you want to take your email writing skills to the next level but just don’t know how.

Here are some top tips to help boost those email donations.

Tip 1: Stop being so boring 

Let’s face it, a generic title like ‘Winter Newsletter’ is unlikely to get those open rates soaring. Posing a question in your subject line, or holiday-specific campaign subject lines such as ‘Give the gift of sight this Christmas’, is more likely to inspire a click. 

Whatever you do, make sure it’s attention-grabbing and no longer than 50 characters for mobile users.

Tip 2:  Make it personal

It’s clear when you’re just another contact in a mass email. Personalising your email subject line, greeting and sign off can make your donor’s feel that bit special and more receptive to the rest of your message.

Tip 3: Keep up the story

Be sure to include a concise strapline that’s relevant to your email’s subject line, body copy and imagery - if you choose to include any.

Tip 4: Don’t waffle

When donors are inundated with charity emails, attention spans can be short. So keep your email copy concise, emotive and more importantly, to the point.

Tip 5: Compelling call to action

Time is short, so be clear and specific about what you want donors or readers to do like:

Best of luck,

CAF

Write an awesome email today

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How emails can drive your charity's fundraising

Email is a powerful and affordable way to promote your cause and keep your supporters up to date with your latest news, but its potential reaches far beyond that.

Regular communication with your supporters will ensure that your charity is kept in the forefront of people's minds. 

Presented by digital expert Matt Collins, this 45 minute video will show you how charities are transforming their communications through email marketing, and how your charity can benefit from using it. 

Managing personal data

Following the General Data Protection Regulation (GDPR), there are now strict rules you need to follow around the collection and use of personal data. All data must be kept safe and secure, and can only be used in ways that are fair and transparent. 

What this means in practice is that when you ask someone for information about themselves, you must tell them about the ways in which you plan to use their data, be it to contact them about how their money has been spent, to ask for more donations, to invite them to events or something else. If you do not specify a particular purpose at the time of collection, you cannot use their data in that way after it has been gathered.

Don’t be afraid to get in touch with the Information Commissioner’s Office to discuss your plans, and remember that rules change, so make sure you check what the current regulations state.

Take a look at our tips for charities on staying compliant with GDPR.

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FUNDRAISING FUNDAMENTALS

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