6 Steps to Writing a Compelling Email to your Supporters
As a nonprofit organization, it's important to maintain a strong relationship with your donors and funders. One way to do this is by sending regular emails that keep them informed about the work you're doing and encourage them to continue supporting your mission. In this blog post, we'll break down the six steps to writing an effective email to your supporters.
The Hook
It’s important to grab your supporters’ attention by introducing the need that your organization is facing. You want to give a compelling reason for why they should care about your cause. For example, you might say, “We're experiencing an unprecedented surge in the number of requests for support we're receiving from families. Two years ago, we were receiving 50 requests for food help a month. Today, we are receiving 50 requests a week.” By highlighting the urgency of the situation, your supporter will feel compelled to continue reading (and compelled to act). Add a “Give Now” button directly under this section.
2. The Explainer
Next, you need to explain why you're writing this email and give your readers a clear reason to care. Include a general story or anecdote that illustrates the impact your organization is having. For example, "During these challenging times, we want families to know that they will always have somewhere to turn for support. With more families knowing that they can turn to us for help, we are turning to you to ask the same." This sentence is also a pivot that sets up the first ask.
3. First Ask
Now it's time to make your first ask. You want to give a clear and compelling call to donate that shows supporters what they can do about the problem you presented. For example, "Months later, we continue to have many families on the waitlist in the hopes that they'll receive the support they need. Join us to help us reach more families in need." It's important to make it very clear how they can join your cause right then and there. Use a “Give Today” button that links directly to your organization’s Donate page. *
4. The Story
In the next section of your email, give a specific story (be careful not to use any personal information about your clients) that aligns with your first explainer to “convince the unconvinced.” By including a personal story, it will be more relatable to the unsure donor. For example, "Last month, we received a request for food from a single mother who had lost her job due to the pandemic. She was struggling to pay rent and feed her children. Thanks to the support of donors like you, we were able to provide her with the resources she needed to get back on her feet."
5. Second Ask
After sharing your story, it's time to make your second ask. This should be slightly different from your first ask, but still clear and compelling. For example, "With your support, we can continue to make a difference in the lives of families like the one I just shared with you. Please consider joining us today. Just $15 dollars allows this single mother to provide food for herself and her children for one week."
6. Thank You
Finally, it's important to thank your supporters (or potential supporters) for their continued support. Show them that their donations are making a difference and that you appreciate their generosity. For example, "Thank you for your ongoing support. Your gifts make it possible for us to provide vital resources and support to families in need. We couldn't do it without you."
A Bonus! Here are some additional tips to keep in mind when sending emails:
Consider sending more emails: While it's important not to bombard your supporters with too many emails, studies show that sending one email per week can be effective in keeping your organization top-of-mind and encouraging regular donations.
Use matching gifts to incentivize donations: One effective way to encourage donors to give is by offering a matching gift. For example, you might say, "Your monthly giving will be matched for the first year of giving" or "Your $500 gift will be matched to give one person the gift of going through our program." *Make sure you actually have a matching gift. Transparency and honesty is vital.
Send to the biggest universe possible: It's important to get your message in front of as many potential donors as possible. Consider using your organization's email list, social media channels, and other outreach efforts to reach a wider audience.
*Consider using full sentence hyperlinks: When making your ask, be sure to include a clear and clickable link that takes donors directly to the donation page. Using a full sentence link that clearly communicates what the donation will go towards can help increase click-throughs.
Keep subject lines vague yet interesting: Your email subject line is the first thing that readers will see, so it's important to make it attention-grabbing. Keep it just vague enough to pique their curiosity, but interesting enough to encourage them to open the email. For example, "You won't believe it.”
Mass emails can seem daunting, but by following these six steps, you can write an effective email that engages your supporters and encourages them to continue donating to your nonprofit.
