A short presentation for my weekly mini-webinars (The Hump Day Coffee Break). Learn more and sign up here: http://www.johnhaydon.com/subscribe/

1. 5-Point Checklist
for Year-End
Fundraising Emails

2. 5-Point Checklist for Year-End Fundraising Emails
Tell a powerful story

3. 5-Point Checklist for Year-End Fundraising Emails
• A story about a real person
• Weave the story arc throughout emails
• Ask readers to become part of the story
Tell a powerful story

4. 5-Point Checklist for Year-End Fundraising Emails
Tailor messaging for each audience

5. 5-Point Checklist for Year-End Fundraising Emails
• Previous donors
• Volunteers
• Advocates
• New donors
Tailor messaging for each audience

6. 5-Point Checklist for Year-End Fundraising Emails
Make it mobile

7. 5-Point Checklist for Year-End Fundraising Emails
• Use responsive templates
• Send a test to your mobile device
• Use single column templates
• Use GIF images (these load faster)
Make it mobile

8. 5-Point Checklist for Year-End Fundraising Emails
Create auto-responders

9. 5-Point Checklist for Year-End Fundraising Emails
• Say thanks
• Ask new donors to share
• Report back about their gift
Create auto-responders

10. 5-Point Checklist for Year-End Fundraising Emails
• M&R study says nonprofits
send 7 fundraising emails
per subscriber in December
• Ask at least twice between
12/27 and 12/30
• Ask twice on 12/31
Ask 7 times in December

11. Email Message Worksheet
Instructions: Complete this worksheet for each email.
empowered by Email Campaign Planning Workbook
Sender:
Subject line (write 3 variations):
Pre-header:
First sentence (grab their attention):
Email message (2-3 short paragraphs):
Call-to-action (include 3 variations throughout email):

12. johnhaydon.com
About John
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing
and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s
BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of
Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental
Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community
TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.