As the year draws to a close, it's a crucial time for nonprofits to engage with their supporters and maximize year-end donations. December is a unique month where people are in the holiday spirit, reflecting on the year gone by, and planning for the future. Crafting thoughtful and impactful email campaigns can make a significant difference in your fundraising efforts. Here are six email campaign ideas, inspired by expert advice from email marketing strategist Jenny Roth, to help your nonprofit connect with donors and boost donations during this critical period.
1. Share Predictions for Your Cause in the New Year
December is an excellent time to share your insights and predictions related to your nonprofit's mission for the upcoming year. This could involve discussing anticipated challenges, opportunities, or trends that may impact your cause. By providing valuable information, you position your organization as a thought leader and keep supporters informed and engaged.
Jenny Roth emphasizes the importance of this type of content:
"The first email you can send to your list in December is predictions for your industry in the new Year... Again, this is a predictable content prompt. We've seen it all the time. However, I feel like it's a really valid one. It's one that's really on people's minds this time of year."
[The Email Marketing Podcast]
By forecasting what the next year holds, you inspire donors to be a part of the journey and invest in the future impact of your work.
2. Reflect on the Year and Share Your Impact
Use this time to reflect on the achievements and milestones your nonprofit has reached over the past year. Share stories, statistics, and testimonials that highlight the difference made thanks to your donors' support. This not only celebrates the successes but also reinforces the value of their contributions.
As Jenny suggests:
"The second email that I would recommend you send to your list in December is again probably predictable... Is your reflections or your year in review... But people love them. I love them as a business owner. I love like learning what people did throughout the year where they put their time and what they learned and their big wins."
[The Email Marketing Podcast]
Expressing gratitude and demonstrating impact can encourage donors to continue their support.
3. Share a Heartfelt Holiday Throwback Story
The holidays are a time of nostalgia and storytelling. Share a memorable story from past holiday seasons that showcases your nonprofit's mission in action. This could be a story about individuals you've helped, communities you've impacted, or challenges you've overcome.
Jenny Roth advises:
"In this email, you are going to share a like a quote, a throwback story you've had around this time of year and the goal is to just build relationships with community with the people on your email list... So your story can be about your personal life, right? Like that one time you accidentally started your real Christmas tree on fire or it could be about running your business this time of year."
[The Email Marketing Podcast]
Inviting supporters into your organization's story strengthens emotional connections and fosters a sense of community.
4. Tell Your Nonprofit's Origin Story
Remind your supporters of the roots of your organization by sharing your origin story. Explain why your nonprofit was founded, what drives your mission, and how far you've come since the beginning. This can reignite passion and commitment among long-time donors and introduce new supporters to your core values.
Jenny highlights the importance of this kind of storytelling:
"The fourth email that I would recommend sending to your list in December is one that shares your business origin story... The goal of this email... is to help your audience get to know you better."
[The Email Marketing Podcast]
By sharing your origin story, you deepen the personal connection with your audience.
5. Send a Post-Holiday Gratitude Email
After the holidays, reach out to your donors with a message of gratitude and reflection. Share how the support received during the holiday season has made an immediate impact, and express your appreciation for their generosity.
Jenny Roth refers to this as the "day after holiday email":
"The goal of this email is again, we're building brand awareness and we're building connection. We're sharing personal stories and we're tying it into what you do."
[The Email Marketing Podcast]
Although Jenny refers to business owners, nonprofits can adapt this idea to share post-holiday thoughts and set the tone for continued engagement.
6. Personalized Outreach to Engaged Donors
Take the time to personally reach out to donors who have shown interest or engagement throughout the year. This could be donors who have opened your emails, clicked on links, or participated in events. A personalized message expressing appreciation and highlighting how their support has made a difference can encourage further contributions.
Jenny Roth shares a simple yet effective strategy:
"I will look and see who is clicking on my sales page... And I will send a personal email from my personal account saying hello. I noticed you might be interested in this offer that I have. I wanted to reach out and see if you have any questions for me."
[The Email Marketing Podcast]
By proactively engaging with donors, you demonstrate a high level of care and facilitate stronger relationships.
Final Thoughts
Implementing these email campaign ideas can help your nonprofit connect more deeply with supporters during the critical year-end giving season. By focusing on storytelling, personalization, and appreciation, you not only encourage donations but also build lasting relationships that extend beyond the holidays. Remember to tailor these ideas to fit your organization's unique voice and mission, and you'll be well on your way to maximizing year-end donations.
