I heard a knock at the door. “Oh, no,” I thought. “Who could that be?”
I hadn’t ordered a pizza. I wasn’t expecting a package.
I went to the door and peered through the peephole, braced for someone trying to convert me to their religion (and/or sell me a magazine subscription).
What a pleasant surprise it was when my friend Miriam was there with a bundle of fresh-cut lilacs from her garden!
Your email should make donors happy
When a donor gets email from your nonprofit organization, they should react like I did when Miriam showed up at my door. It should make them happy. Write your email like a friend and you can have donors looking forward to seeing it!
Why email your donors? I know your nonprofit sends a thank-you letter to every donor. You send it within 48 hours from the time you received their donation. It’s full of appreciation for the donor, and it helps them believe they made the right choice when they gave to you.
Great! But thanking the donor is not “one and done.”
You need to continue thanking them all year round. And email is one of the best ways of sending your thanks.
Is your email a welcome visitor?
Now, you know how many emails you get every day. They can turn into one big blur. You might start reading them in order, but soon, you scan for names of friends and leave the rest of the messages unopened–or even delete them.
Your audience is just like you. They get overwhelmed just as fast. And the delete button is always handy!
How to make your email delight your donors
If you want people to read your email, you have to be like Miriam.
- Be a good friend. (Not that guy who only shows up to borrow money!)
- Come bearing gifts. Present them with something they want: entertainment, information, a chance to see their friends and feel good about themselves at the same time…
- Knock. Make sure the subject line of each email announces you in a way that makes your readers say, “I’m so glad you stopped by. Come in, come in!”