Will Your End-of-Year Fundraising Email Stand Out From the Pack?

Those end-of-year charitable fundraising emails are coming thick and fast. My inbox is full of subject lines like, “Midnight is just hours away,” “Last chance: Gifts doubled,” “Before midnight,” “Really, we mean it this time — last chance to match,” and “Last chance to give in 2012.”

They’re starting to all look alike — and no wonder. The senders have likely run out of creative ideas, given that this inbox-influx represents only the latest in a sustained flow of emails that every nonprofit has been pouring out for the last several weeks. All with good reason, of course: As you’ve heard many times before (including in my blog on “Motivations for Holiday Charitable Giving“) about a third of all donations are made during the final weeks of the year.

But maybe the similarity in subject lines is okay. By now, the readers should have a good idea of what your nonprofit does, and whether they deem it worthy of support (though this is certainly something you want to include convincing information on in the body of the email). If your nonprofit can’t stand out from the pack in this slew of emails, it can at least establish its presence there. That will be handy for the people who are making their final decisions about giving, and thinking, “Hmm, I think X nonprofit should get something from me — maybe there’s an email here with a handy link I can click.” A good part of fundraising is, after all, about making it easy to give.

My one pet peeve is with nonprofits that make it sound like the end of the world is coming, and that anyone who doesn’t give by midnight will lose their chance FOREVER. It’s just a tax deduction, folks. Not all charitable donors itemize their deductions in the first place. Plus, the same nonprofits will be asking for donations again in 2013. Hopefully with a few days’ break on the email front.