But a recent email from People for the American Way (PFAW), with the subject line, “Holiday Wish List,” created just enough curiousity in my addled pre-vacation brain to induce me to click and open it.
And that already means they cleared a huge hurdle. The rate at which people open nonprofit emails is low — around 27%, according to a Silverpop survey for 2013.
Inside, I found the following message:
Holiday wish list:
- A constitutional amendment to overturn Citizens United
- Good judges confirmed and the end of right-wing dominance of the federal courts
- Full equality for LGBT Americans and their families
- Safeguards for voting rights and women’s health
- TEA PARTY EXTREMISTS DEFEATED AT THE POLLS!!!
Ilona, We’ll be working our tails off to fulfill these wishes in the coming year.
Its a mercifully short message, with some pretty compelling material. Here’s what I think the group did right:
- Surprise the reader a bit — I was expecting a wish list like, “Please someone send us a new laser printer,” or “Our clients desperately need x-and-such.”
- A hook to current events. Instead of just repeating their mission, they put it in terms of holiday wishes.
- A concise, jargon-free reminder of their mission and work. This gets left out of nonprofit email messages more than one might expect.
- An ask! (Gotta have the ask.)
Contrast this with an email I received from another nonprofit lately, which says only, “Pretty much of a donations disaster at this point, a record bad fundraising day. We need so few of you to contribute to make this work. Who will step up? Now is the time.”
Which group would you support, if you believed in both causes equally? (And I haven’t even named the second group, because I don’t wish to beat up on them.) Most donors would rather give to the group with an upbeat, clever message; which may, in fact, explain the second group’s “donations disaster.”