Anatomy of
a perfect
fundraising email
Viktor Mák (Co-Director, ECDA)
Email might seem like an archaic way of reaching out to supporters in the age of artificial intelligence and social media. Email is still king, however, and campaigns that lack a sophisticated email strategy miss out on one of the most reliable avenues for organizing and mobilizing their supporters. Avoiding both the algorithms of social media and the whims and interests of the editorial board at media companies, email allows you to reach out directly to your supporters. No gatekeepers: it’s just you and them. As in any form of communication, however, your success in mobilizing people depends not just on what you say but on how you say it.
FOUR GUIDING PRINCIPLES
One Call to Action
Emails should mobilize people. You’re not informing them, and you certainly aren’t persuading them. These supporters are on your email list for a reason: they want to act and contribute! Before you write to them, therefore, have a clear idea of what it is that you want from them: petition signatures, volunteer sign-ups, donations. If there are several things you would like to ask of your supporters, write them separate emails!
Why this? - Stress to supporters what is at stake
Supporters must know that you are mobilizing them for something important. But they do not live in the same informational, social, and political bubble as you. Use accessible language to explain the campaign, the election, and the actions that you would like your supporters to take. Explain what is at stake!
Why me? / Reader-Focused Theory of Change
It’s your job to break the big and difficult task of winning an election or creating a successful campaign into bite-size tasks: ones that supporters can realistically help you with. Give your supporters a role in the campaign, a way to work towards the change they want to see. People are sick of only being asked to vote every few years; the problems we face are simply too great. People want to help, so give them a role.
Why Now - Sense of Urgency
Once you’ve made clear what is at stake and how your supporters can help, create a sense of urgency. Readers of your email must understand why they have to act now and not later. Supporters are busy, bombarded by a thousand demands on their time and attention. Let them know why this cannot wait.
