Crafting Compelling Giving Tuesday Emails: A Step-by-Step Guide

Ryan Jones • Aug 22, 2022
Giving Tuesday Logo on a blank background

Beginning in 2012 as an awareness campaign in reaction to the consumerism and frivolity of Black Friday and Cyber Monday, Giving Tuesday has steadily gained ground and is now the premier day for charitable giving in the United States, Canada, and nearly every country around the globe.

Thanks to the proliferation of social media and the easy-to-share hashtag, #GivingTuesday, chances are your audience is primed to give at the end of November each year. 

But just because they’re ready to open their wallets doesn’t mean that money is going to you. 

The nonprofit space is pretty crowded these days, so you’ve got to do everything you can to stand out. And the best way to get noticed is with an expertly created Giving Tuesday email.

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Setting the Stage for Giving Tuesday

The foundation of a successful Giving Tuesday campaign lies in the meticulous preparation that precedes it. In this section, we’ll delve into the critical steps you need to take to ensure your campaign hits the ground running.

The Crucial Role of Pre-Campaign Preparations

Before the excitement of Giving Tuesday sweeps in, it’s essential to lay the groundwork. This involves planning, strategizing, and organizing your resources. By investing time in pre-campaign preparations, you set the stage for a more impactful and fruitful campaign.

Building a Giving Tuesday Email List: Quality Over Quantity

Your email list is the lifeblood of your Giving Tuesday campaign. Focused on quality over quantity, it’s imperative to curate a list of engaged and interested supporters. In this section, we’ll explore proven methods to grow and refine your email list for maximum impact.

Segmentation: Targeted Messaging for Maximum Impact

Sending a one-size-fits-all email won’t cut it on Giving Tuesday. It’s time to get strategic with segmentation. By dividing your email list into specific groups based on demographics, behavior, or preferences, you can deliver tailored messages that resonate with each segment.

Introducing Keela: Your Nonprofit CRM and Email Marketing Solution

In the realm of nonprofit management and email marketing, Keela stands as a beacon of efficiency and effectiveness. Keela – a comprehensive solution designed to streamline your Giving Tuesday campaign. From donor management to email marketing automation, Keela empowers you to make the most of this pivotal day.

Crafting Compelling Giving Tuesday Emails with Keela

With Keela, you have a powerful toolkit at your fingertips to create emails that resonate and inspire action. Let’s dive into the key elements that will make your Giving Tuesday emails stand out:

1. Subject Lines that Grab Attention

Your subject line is the gateway to your email content. It’s the first thing your recipients see, and it needs to capture their interest instantly.

Keela equips you with cutting-edge tools to analyze and optimize your subject lines. Leverage data-driven insights to craft subject lines that drive open rates.

Examples of effective subject lines for Giving Tuesday emails

Here are some compelling subject line examples to kickstart your creativity:

  • “Give Today. Help Forever.”
  • “Stop bird extinction this Giving Tuesday”
  • “Jeremy, did you make a difference this Giving Tuesday?”

2. Designing Visually Appealing Emails

  • The role of visual appeal in email design: Visual appeal is paramount in keeping your audience engaged. Learn how to create eye-catching emails that leave a lasting impression.
  • Utilizing Keela’s email design features: Keela provides intuitive design features that empower you to create stunning emails, even if you’re not a design expert. Elevate your message with professionally designed templates.
  • Tips for creating mobile-responsive email templates: In today’s mobile-centric world, ensuring your emails look great on all devices is crucial. Discover how Keela streamlines the process of designing mobile-responsive templates.

3. The Art of Storytelling in Email Content

  • The power of storytelling in connecting with donors: Stories evoke emotion and forge a deeper connection. Learn how to weave compelling narratives that resonate with your donors. Beyond the emotional connection, be clear in your email about what you’re asking for, why you need it, and any pertinent details that may help push potential donors a little closer to giving, such as automatic tax receipts.
  • Using Keela’s content management tools for compelling narratives: Keela’s content management tools make it easy to organize and present your stories effectively, ensuring they leave a lasting impact on your audience.
  • Personalization options in Keela for tailoring stories to donor segments: Customize your narratives to specific donor segments, creating a personalized experience that speaks directly to their interests and values.

4. Incorporating Compelling Visuals and Multimedia

  • Enhancing Giving Tuesday emails with images and videos: Visuals have the power to convey your message in an instant. Explore how Keela simplifies the integration of images and videos into your emails.
  • How Keela facilitates multimedia integration: Keela provides seamless tools for embedding multimedia elements, allowing you to showcase your nonprofit’s mission in a visually compelling way.

5. How Keela’s Email Templates and Design Tools Simplify the Email Creation Process

  • Streamlining email creation with Keela’s templates: Keela’s pre-designed templates save you time and effort, ensuring that you can create impactful emails with ease.
  • User-friendly design tools for all skill levels: Whether you’re a design novice or a seasoned pro, Keela’s intuitive tools empower you to create professional-grade emails that captivate your audience.
  • Ensuring efficiency and effectiveness in crafting Giving Tuesday emails: With Keela, you can be confident that your emails are not only visually appealing but also strategically crafted for maximum impact on Giving Tuesday.

By harnessing the power of Keela’s comprehensive features, you’re poised to create Giving Tuesday emails that inspire action and make a meaningful impact on your cause.

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Essential Giving Tuesday Email Strategy Questions

As you gear up for Giving Tuesday, it’s crucial to have a well-thought-out strategy in place. These questions will guide you towards a successful campaign:

1. When should I send a Giving Tuesday email?

Timing is everything. Consider the habits of your audience and industry best practices. Should you kickstart your campaign early in the morning, or aim for the evening when inboxes are less crowded? Finding the sweet spot ensures maximum visibility and impact.

NextAfter Institute shows peak email hours between 7 a.m. and 1 p.m.

2. How many emails do you send on Giving Tuesday?

Balancing frequency is key. Sending too few emails might result in missed opportunities, while an avalanche of messages can overwhelm your supporters. Striking the right balance ensures your message is heard without becoming a nuisance.

3. How do you politely ask for donations in an email?

Crafting a compelling donation ask requires finesse. Learn to strike the right tone, acknowledging your recipient’s potential contributions while conveying the urgency and importance of their support. Politeness and gratitude go a long way in building a positive donor relationship.

4. How do you ask someone to give on Giving Tuesday?

Make your ask clear, concise, and compelling. Highlight the impact their contribution will have and provide a straightforward pathway to donate. Use persuasive language that emphasizes the difference they can make on this special day.

5. A warm-up Giving Tuesday email to loyal supporters

Engaging your loyal supporters early can set the tone for a successful campaign. How will you express gratitude for their ongoing support? What exclusive insights or offers can you provide to make them feel valued and motivated to participate on Giving Tuesday?

6. Giving Tuesday Email Templates and Timeline

Streamline your campaign with pre-designed templates that align with your brand and message. Additionally, establish a clear timeline for your email communications. When will you send your teaser emails? What’s the schedule for follow-ups and reminders? A well-structured timeline keeps your campaign on track and maximizes impact.

By addressing these essential questions, you’ll lay the groundwork for a Giving Tuesday campaign that resonates with your audience and inspires meaningful contributions. Remember, thoughtful planning and strategic execution are the cornerstones of success.

How to Make Your Giving Tuesday Campaign Brand Stand Out

With this FREE Giving Tuesday Brand Guide, you can learn how to develop a campaign that truly resonates with donors and learn marketing tips to position your campaign for success.

Compliance and Legal Considerations

When it comes to email marketing for Giving Tuesday, it’s crucial to navigate the legal landscape with care. Here are some key considerations:

When it comes to email marketing for Giving Tuesday, it’s crucial to navigate the legal landscape with care. Here are some key considerations:

  • Ensuring GDPR and CAN-SPAM compliance: Respect for privacy is paramount. Ensure that your email communications adhere to the General Data Protection Regulation (GDPR) and the CAN-SPAM Act. This includes obtaining proper consent, providing clear opt-out options, and including relevant contact information.
  • Privacy and data protection in email marketing: Safeguarding donor information is not only ethical but also legally required. Implement robust data protection measures to secure sensitive information and build trust with your supporters.
  • Handling opt-outs and unsubscribe requests: Respect individual preferences. Promptly honor opt-out and unsubscribe requests to maintain a positive reputation and uphold compliance standards.

Keela’s CRM system streamlines compliance efforts. It empowers nonprofits to efficiently manage consent, track communication preferences, and ensure that every email sent aligns with legal requirements. This proactive approach keeps your organization on the right side of the law.

By prioritizing compliance and leveraging Keela’s CRM capabilities, you can confidently execute your Giving Tuesday email campaign, knowing that you’re upholding the highest standards of legal and ethical conduct.

Analyzing and Optimizing Campaigns

After you’ve launched your Giving Tuesday email campaign, it’s time to assess its performance and make improvements. Here’s how to do it:

  • Tracking Email Metrics: Dive into the data to understand how your emails are performing. Track metrics like open rates, click-through rates, and conversions. These insights offer valuable feedback on what’s resonating with your audience and what needs adjustment.
  • A/B Testing: Experimentation is key to refinement. Conduct A/B tests to compare different elements of your emails, such as subject lines, content, or calls to action. This method helps you identify the most effective strategies for future campaigns.
  • Using Analytics to Refine Your Future Campaigns: Leverage the insights gained from your email metrics and A/B tests to inform your approach for future campaigns. This iterative process allows you to continually fine-tune your messaging and strategies for maximum impact.

Keela’s robust reporting and analytics tools offer a comprehensive view of your campaign performance. Gain in-depth insights into email engagement, donor behavior, and campaign effectiveness. This data-driven approach equips you to make informed decisions for ongoing campaign optimization.

By consistently analyzing and optimizing your Giving Tuesday email campaigns, you’ll refine your strategies over time, ultimately driving better results and greater impact for your cause.

Giving Tuesday Email Campaign Examples and Ideas

Need a little push in the right direction to get you going? These are some of our favorite Giving Tuesday email examples.

1. Christian Aid 

Why we like it: Clear fundraising offer. This Giving Tuesday email gives excellent examples of what different donation amounts will accomplish. It also offers matching, which doubles the good that donors can do.

Giving Tuesday Campaign Email Sample by Christian Aid

2. Trickle Up

Why we like it: Links donations to impact. Showing the good that has already been done is a great way to give people the confidence to give more.

Giving Tuesday Email Sample by Trickle Up

3. The Migraine Trust

Why we like it: They offer alternatives to donation under a unified umbrella using the phrase “good stuff.”

Giving Tuesday Email Sample by The Migraine Trust

4. Books for Kids

Why we like it: Emphasizes social sharing, which is great for donors who don’t have the means to give or who have already given.

Giving Tuesday Email Sample by Books for Kids

5. International Rescue Committee 

Why we like it: Matching gifts always do well, and this email makes great use of urgency.

Giving Tuesday Email Sample by International Rescue Committee

Leveraging Social Media and Email Together

Combining the power of email and social media can amplify your Giving Tuesday campaign. Here’s how to make it work:

  • Integrating email and social media strategies. Align your email and social media efforts to create a seamless, cohesive experience for your audience. Consistent messaging and branding across both channels enhance your campaign’s overall impact.
  • Cross-promotion for maximum exposure. Promote your Giving Tuesday campaign on both email and social media platforms. Use each channel to reinforce the message and encourage action, reaching a wider audience and maximizing exposure.
  • Best practices for combining channels. Tailor your content for each platform while maintaining a unified message. For example, use email for detailed storytelling and social media for eye-catching visuals and quick updates. This way, you leverage the strengths of each channel effectively.

Keela’s CRM seamlessly integrates with social media platforms, allowing you to synchronize your marketing efforts. This integration ensures consistent messaging and enables you to track engagement across both email and social media for a holistic view of your campaign’s performance.

By integrating email and social media strategies, you’ll create a powerful synergy that extends your reach and engages your audience on multiple fronts, ultimately driving greater success for your Giving Tuesday campaign.

Encouraging Action and Donations

Now that you’ve captured your audience’s attention, it’s time to inspire them to take action. Here’s how to make it happen:

Call-to-Action Strategies That Work

When you’re composing your Giving Tuesday email, it’s important that you are only asking your audience to do one thing, that is, donate. Anything else that you put in front of their path to clicking the donate button is just a roadblock to fundraising success. 

So when you’ve cleared the way and are funneling donors directly to that button, you have to have a great call to action (CTA).

Simply put, your CTA in this context is the word or words that are on your donate button. It should be clear, direct, and obvious that the result of clicking that button is a trip to your donation page. 

DONATE or GIVE may work, but you might want to try something a little more targeted for Giving Tuesday.  Since the focus for Giving Tuesday is on one day of giving, try GIVE TODAY or a similar variant.

If you’re running a campaign with a fundraising goal, try suggesting a donation amount that will get you there based on your internal response rate data. So, if your email list has 10,000 contact entries, your data shows that 1,000 people are likely to donate, and your campaign goal is $25,000, your CTA could be DONATE $25

This tactic can also help donors decide to give if they were concerned about the right amount. To that end, you could also have more than one button: DONATE $25, DONATE $50, DONATE $100.

If you use Keela, or are considering using it, the Smart Ask tool takes a lot of the guesswork out of setting donation amounts. 

Creating a Sense of Purpose and Urgency

Instill a feeling of purpose and urgency in your audience. Clearly communicate the impact their donation will have and emphasize the importance of acting now. A well-articulated sense of urgency can significantly boost response rates.

Simplifying the Donation Process

Remove any unnecessary friction from the donation process. A streamlined, user-friendly experience encourages higher conversion rates. Ensure that the steps are clear, the forms are intuitive, and payment options are diverse.

By employing effective call-to-action strategies, instilling purpose and urgency, and simplifying the donation process, you’ll create a compelling environment that encourages action and drives donations for your Giving Tuesday campaign. With Keela’s donation processing features, you’ll make the giving experience even smoother for your supporters.

Post-Campaign Analysis and Follow-up

The work doesn’t end when Giving Tuesday does. Here’s how to ensure a strong finish and set the stage for future success:

  • Dive into the metrics. Evaluate the performance of your campaign by reviewing key indicators like donation totals, engagement rates, and conversion metrics. This analysis provides valuable insights for future campaigns.
  • Expressing gratitude is essential. Send heartfelt thank-you emails to donors, acknowledging their support and the impact it will have. Showing appreciation strengthens donor relationships and sets the stage for continued engagement.
  • Don’t let the momentum fade. Develop a post-Giving Tuesday plan to retain and nurture your newfound supporters. Engage them with updates, stories, and opportunities to stay involved in your cause.

Keela’s CRM goes beyond the campaign. It offers robust post-campaign analysis tools to assess performance and track donor engagement. Additionally, it streamlines donor relationship management, helping you nurture and retain supporters for the long term.

By conducting a thorough post-campaign analysis, expressing gratitude to your donors, implementing strategies for donor retention, and leveraging Keela’s CRM capabilities, you’ll ensure that the impact of your Giving Tuesday campaign extends far beyond a single day. This thoughtful approach sets the stage for sustained success in your fundraising efforts.

Are you ready for Giving Tuesday?

This complete campaign toolkit will help you set up donation pages, events, social media and email campaigns and includes handy timelines and templates to keep you on track.

Crafting compelling Giving Tuesday emails is a pivotal step in maximizing your fundraising potential. The meticulous preparation and groundwork laid before the campaign, along with the emphasis on quality over quantity in building your email list, set the stage for success. Through strategic segmentation, Keela’s comprehensive solution streamlines donor management and email marketing, allowing you to make the most of this crucial day.

Keela empowers you to create emails that captivate your audience with attention-grabbing subject lines, visually appealing designs, compelling storytelling, and multimedia integration. By addressing key questions and ensuring compliance with legal considerations, your campaign will operate ethically and effectively. Post-campaign, evaluating performance metrics, expressing gratitude to donors, and implementing a retention plan will extend the impact far beyond Giving Tuesday.

Through the seamless integration of email and social media strategies, your campaign’s reach will be amplified, driving greater success for your cause. By employing these strategies, nonprofits can significantly enhance their Giving Tuesday campaigns, ultimately making a more meaningful impact on their missions.