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Email Campaign + Appeal Guide
DE-STRESS END-OF-YEAR
THREE STEPS TO
END-OF-YEAR BLISS
The Check-In
Grab a quick strategy
session with your team,
check in with key
supporters, and identify
your key call to action for
this year's campaign.
The Work
Now tuned into your
audience, it's time to write.
Write all your emails now.
Block out an entire Friday and
just write. (This step is
~crucial~)
The Schedule
You have your strategy, you
have your content, go ahead
and build out the emails and
schedule them before you
take off for the holidays!
If you wrote two different appeals
based on the election, build them
out in draft form, so most of the
work is done.
01 02 03
End-of-year email campaigns are stressful. Here's a guide on what to send, when to
send and how emails many to send. Read on....
Gratitude Email
1st Email Type
How many: 1
When: November 21st - 26th
No ask - just gratitude. For real. Let them know how
much impact they have on your cause, and how
grateful you are for their support.
Paint your vision of what you and your supporters can
accomplish together. Use language that puts them in the story
and gives them a preview in what's to come.
CAMPAIGN
ANNOUNCEMENT
How many: 1
When: November 28th - 30th
2nd Email Type
The Ask(s)
3rd Email Type
How many: 6
When: December 2nd - 31st
Humanize your asks. Your supporters want to feel
seen and acknowledged (not treated like ATMs).
Remind them of how your work is made possible
through them.
This segment is special. They haven't yet
seem your brilliant campaign copy. Set up
a work flow that uses same/similar copy,
but send with more attention grabbing
subject lines to get the person to open the
email and be swayed by your copy!
DONORSUN-OPENERS
You do not want to send donors any more ask
emails, because they did answer your call. They
gave. HOWEVER, you should include them in a
special donor segmentation that invites them to
share their choice to give on social or to invite
their friends to join them or match their gift. You
can also practice more gratitude.
Mid-Campaign Segmentations
Thank You
4th Email Type
Gratitude is critical. You need to set up an automated
thank you message that is triggered upon the gift.
Ideally, go beyond 'tax receipt' thank you and create a
year-end themed thank you with visuals that show off
your work and impact.
How many: 1
When: Immediately
Send an email to everyone you sent your
campaign announcement to and share what was
accomplished, what the funds' impact will be, and
your appreciation!
CAMPAIGN
WRAP UP
How many: 1
When: January 1st - 7th
5th Email Type
EOY EMAIL SCHEDULE SUMMARY
Gratitude
11/21 - 11/26
1 Announcement
11/28 - 11/30
2 Asks
12/2 - 12/31
3
Thank Yous
Ongoing
4
Wrap Up
1/1 - 1/7
5
WHAT'S YOUR
STRATEGY
We'd love to hear from you
Email
hello@fireflypartners.com
Website
www.fireflypartners.com
Find the original blog post with
more detail and context at
www.fireflypartners.com/blog

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De-Stress End-of-Year: Email Campaign + Appeal Guide

  • 1. Email Campaign + Appeal Guide DE-STRESS END-OF-YEAR
  • 2. THREE STEPS TO END-OF-YEAR BLISS The Check-In Grab a quick strategy session with your team, check in with key supporters, and identify your key call to action for this year's campaign. The Work Now tuned into your audience, it's time to write. Write all your emails now. Block out an entire Friday and just write. (This step is ~crucial~) The Schedule You have your strategy, you have your content, go ahead and build out the emails and schedule them before you take off for the holidays! If you wrote two different appeals based on the election, build them out in draft form, so most of the work is done. 01 02 03 End-of-year email campaigns are stressful. Here's a guide on what to send, when to send and how emails many to send. Read on....
  • 3. Gratitude Email 1st Email Type How many: 1 When: November 21st - 26th No ask - just gratitude. For real. Let them know how much impact they have on your cause, and how grateful you are for their support.
  • 4. Paint your vision of what you and your supporters can accomplish together. Use language that puts them in the story and gives them a preview in what's to come. CAMPAIGN ANNOUNCEMENT How many: 1 When: November 28th - 30th 2nd Email Type
  • 5. The Ask(s) 3rd Email Type How many: 6 When: December 2nd - 31st Humanize your asks. Your supporters want to feel seen and acknowledged (not treated like ATMs). Remind them of how your work is made possible through them.
  • 6. This segment is special. They haven't yet seem your brilliant campaign copy. Set up a work flow that uses same/similar copy, but send with more attention grabbing subject lines to get the person to open the email and be swayed by your copy! DONORSUN-OPENERS You do not want to send donors any more ask emails, because they did answer your call. They gave. HOWEVER, you should include them in a special donor segmentation that invites them to share their choice to give on social or to invite their friends to join them or match their gift. You can also practice more gratitude. Mid-Campaign Segmentations
  • 7. Thank You 4th Email Type Gratitude is critical. You need to set up an automated thank you message that is triggered upon the gift. Ideally, go beyond 'tax receipt' thank you and create a year-end themed thank you with visuals that show off your work and impact. How many: 1 When: Immediately
  • 8. Send an email to everyone you sent your campaign announcement to and share what was accomplished, what the funds' impact will be, and your appreciation! CAMPAIGN WRAP UP How many: 1 When: January 1st - 7th 5th Email Type
  • 9. EOY EMAIL SCHEDULE SUMMARY Gratitude 11/21 - 11/26 1 Announcement 11/28 - 11/30 2 Asks 12/2 - 12/31 3 Thank Yous Ongoing 4 Wrap Up 1/1 - 1/7 5
  • 10. WHAT'S YOUR STRATEGY We'd love to hear from you Email hello@fireflypartners.com Website www.fireflypartners.com Find the original blog post with more detail and context at www.fireflypartners.com/blog