Mastering Your GivingTuesday Fundraising Email Campaign: How, When, Why, and Who

GivingTuesday is quickly approaching, and it’s the perfect opportunity to inspire generosity and rally support for your cause. 85% of nonprofits generate online gifts during GivingTuesday, and 76% of them use email marketing campaigns to promote their online giving campaigns according to our nonprofit GivingTuesday survey results. Email marketing is a powerful tool that nonprofits can leverage to reach supporters and maximize donations. In this blog post, we’ll walk you through everything you need to know about sending your GivingTuesday email: how to write it, when to send it, why it’s important, and who to target. Plus, we’ve included a ready-to-use email template that’s also been preloaded into Greater Giving Fundraising Software to make your email campaign even easier!

Why Email Campaigns Are Essential for GivingTuesday

GivingTuesday, celebrated on December 3, 2024, is one of the largest global giving days of the year. Since its inception, millions of people have participated, donating billions of dollars to causes they care about. Email marketing is an essential tool for your GivingTuesday campaign for a few key reasons:

• Direct communication: Email allows you to connect with your supporters personally and directly, delivering your message straight to their inbox.
• Cost-effective: Compared to print marketing or paid ads, email is a budget-friendly option with a high return on investment (ROI).
• Targeted outreach: You can tailor your email campaigns to specific segments of your audience, increasing engagement and donations.

When to Send Your Email

Timing is everything in email marketing, especially when it comes to fundraising. Here’s a breakdown of the best timeline for your GivingTuesday email campaign:

• November 1-10: Send your “Save the Date” email to introduce GivingTuesday and remind your supporters of your organization’s mission.

  

• November 15-20: Send a “Preview Email” to give a sneak peek into your campaign goals, how donations will be used, and the impact supporters can make.
• December 2: Send the “Day-Before Reminder” email to let supporters know GivingTuesday is almost here. Encourage early donations!
• December 3 (Morning): The big day! Send your GivingTuesday Email, asking for donations, sharing your mission, and highlighting how each gift makes a difference.
• December 3 (Afternoon/Evening): Send a “Midday Reminder” to catch any last-minute donors and share an update on how much you’ve raised and the impact it will have. Add a photo of a team member, volunteer, or mission impact quote.
• December 4: Follow up with a “Thank You” email to express gratitude to everyone who contributed and share the results of your campaign.

Who to Send Your Email To

It’s important to segment your email lists for GivingTuesday to ensure you’re reaching the right audience with the right message. Here are the key segments you should consider:

• Existing Donors: These are the individuals who have already supported your organization. Personalize your email to thank them for their past generosity and ask for continued support.
• Lapsed Donors: Reach out to those who haven’t donated in a while. Remind them of the impact they made and invite them to get involved again.
• Volunteers and Event Participants: Volunteers may not have donated yet, but they already believe in your cause. Send them an email asking them to support the organization financially.
• Corporate Partners and Sponsors: Encourage businesses and corporate sponsors to participate in GivingTuesday by making a donation or matching gifts from employees.

Ready-to-Use GivingTuesday Email Template

Need help crafting the perfect email? We’ve got you covered. Below is a customizable GivingTuesday email template you can use, and it’s available preloaded in the Greater Giving Fundraising Software for a seamless campaign.

Email Subject: Join Us in Celebrating Generosity This GivingTuesday!

Dear [Recipient’s Name],

I hope this message finds you well. As we approach the annual celebration of GivingTuesday on December 3, 2024, I wanted to invite you to join a global movement of generosity that is transforming communities around the world. GivingTuesday started with a simple idea back in 2012: a day dedicated to encouraging people to do good. Over the last 11 years, this idea has grown into a global initiative that brings together hundreds of millions of people in the spirit of giving.

While GivingTuesday happens every Tuesday, this annual celebration is a special moment to come together as a community to make a difference. Whether it’s lending a helping hand to a neighbor, advocating for a cause, or sharing your skills, everyone has something to give, and every act of generosity counts.

This year, we are reaching out to individuals like you who have the power to make a positive change in the lives of others. Your support helps [organization name] continue the important work we do [insert example of program or service] and strengthens our efforts to serve those in need.

Will you join us in this movement?

Click here [insert project page link] to make a donation today and help us reach our GivingTuesday goals. Your generosity, no matter the size, will directly impact lives and create meaningful change.

Thank you for believing in the power of generosity to change the world. Together, we can do so much good.

With gratitude,

[Your Name]
[Your Organization]
[Contact Information]

P.S. Remember, every act of kindness matters. We are truly grateful for your support!