Email Writing Quick Wins to Raise More Money in December
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https://bloomerang.co/resources/webinars/ Vanessa Chase Lockshin will share her email writing and storytelling tips that helped one of her clients raise more than $190k in September 2020.
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Email Writing Quick Wins to Raise More Money in December
- 1. Email Writing Quick Wins to Raise More Money in December Presented by Vanessa Chase Lockshin www.TheStorytellingNonProfit.com
- 2. Vanessa Chase Lockshin Fundraising and Communications Expert Helped non-profits raise over $10 million Author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness Speaker: AFP International, CASE, BBCON, Association of Donor Relations Professionals Clients: Barnard College, BC Children’s Hospital Foundation, Girl Scouts of the USA, Meals on Wheels, Win Without War
- 3. What was your best month for email fundraising? What did you raise?
- 5. Industry average is $0.45 raised per email sent Source: M+R Benchmarks
- 6. My Best Piece of Analytics Advice: Benchmark Yourself Against Yourself
- 7. Writing Emails That Raise Money
- 8. True or False: The copy for your direct mail letter and your email should be exactly the same.
- 9. First Rule of Email Fundraising Email writing is its own wonky sub-genre of fundraising writing
- 11. Emails should have 2 asks and you should treat each ask as a mini case for support
- 12. First Ask Guidelines ● 120 to 150 words before the first ask ● Short, skimmable paragraphs ● What’s happening, the problem, what donors can do
- 13. What you say in the first sentence matters. Some examples: They say it takes a village to raise a child and that’s especially true if you have a child with special needs. Variety BC is often the last resort for families who are trying to get their special needs kids the resources and support they need. And these days, the need is overwhelming. Every special needs child deserves to get the support necessary to live their best life and reach their unique potential. I don't know anyone who wants to be jabbed with a needle multiple times a day -- not even when it’s necessary to keep them healthy. But the frequent needle pokes to check blood sugar levels and inject insulin that comes with Type 1 Diabetes can be especially hard on children (and their families).
- 14. Get to the point and don’t bury your best information way down in the email.
- 15. You need a strong connection sentence that builds your argument for donating and sets you up for a strong ask.
- 16. Second Ask Guidelines ● Continuation of the first ask ● Get into more details or more wonky details
- 17. True or False: A story about an individual must be your lead in the email
- 19. Readability Tips, Etc ● Hyperlink entire lines so they are super easy to find ● Use a readable font for mobile ● Bold your most important points
- 20. Things you can stop doing in 2020 and beyond... ● Including a graphic of someone’s signature ● Including a signatory’s headshot in the signature line ● Being overly reliant on images to convey your CTA
- 21. One final piece of unsolicited advice If you want to work on improving your open rates, consider periodically running sender name tests
- 22. Oh, and don’t procrastinate writing your emails! Time for editing is where the real magic happens.