Last week’s pirate-themed email from Oceana has got me keeping a watchful eye on other nonprofits’ email subject lines, to see which can best capture readers’ attention without the use of pirate lingo. (It’s thematic only one day out of the year, after all. Arrr.)
I had to open a recent email titled, “It’s time to take care of the bottom,” from Shotgun Players (a Berkeley-based theater company). I thought the wording was some sort of faux pas, oops thing, but no, they’re raising money for seat cushions and a new toilet. So, give them credit for humor, taking a chance, and curbing my “delete without reading” impulse.
“Your tax dollars at work — killing wildlife,” from the NRDC, was also one I had to click on. The heavy sarcasm caught my eye, not to mention that it raised a question to which I needed to know the answer. (In case you are similarly curious, the first line of the email explained, “A little-known government agency called Wildlife Services is killing thousands of wild animals every year — and you and I are picking up the tab.”)
“Big Tobacco: Get your butts out of our Bay,” from Save the Bay, wasn’t bad either.
From Greenpeace, the heading, “BREAKING: Russia holding Greenpeace activists at gunpoint in the Arctic” was one I certainly couldn’t ignore. If your nonprofit has news like that, post it while it’s fresh and you can speak in the present tense!
So let’s see, humor, sarcasm, humor, and urgency. There’s a pattern here, at least regarding what I respond to. As to what I don’t? Well, I still don’t know what’s in the email entitled “This will make you furious.” Yes, it raises a question (“What could be worse than what I’ve already heard?”) but frankly, there’s already plenty that makes me furious. I don’t want to add to the list.