It doesn’t take long to realize how important the final week of December is for almost every nonprofit organization. Online donations peak during the final days of the year as donors capitalize on the tax benefits of giving. You can wrap up your year-end communications after Christmas with an email push that offers donors a last chance to give.
Consider sending the first of your final emails to your entire donor file, less those who have already given. Then, for the next send, suppress the names of those who opened the previous last-chance email and resend the email again.
Many people open charity emails on the 31st to make that last possible year-end gift. But don’t wait until the last two days to start your campaign! These reminder emails should be the final act in a series of well-timed messages.
How to Maximize the Effectiveness of Your Year-end Email Campaign
- Plan the send times so that emails hit inboxes in the morning after 9 AM. Experience shows that email opens decrease through the course of the day.
- Remember that many other organizations may be using the same distribution system as you are. To avoid being late to the queue, have your final emails written, built, and ready to go well before the actual send dates.
- Focus your window between December 27 and December 31. People are pretty checked out of email on the 25th and 26th. So make that final drive in the last five days of the year.
An end of year final push email campaign is one of the most effective ways to remind people about the value your organization adds and how much donors can help change lives by giving just that little bit more at the end of the year.
What do you think are some key ideas that need to be shared in the final email push?