Best tips for emailing major donors
If you struggle to get responses, scooch up close and get ready for some juicy goodness comin' your way.
Here we go:
1. Resist the temptation to 🤮 a ton of information. Cut your email in half and then cut it in half again. I'm not kidding.
Sometimes we write emails to donors like this is the only time we're going to talk to them. (That's scarcity talking, btw.)
When you do that, you throw up on them. Not literally. You know what I mean. You go on and on about all this awesome information of your organization, updates on what's happening, changes that have taken place, etc. etc. and SOMEWHERE hidden in there is a vague request to hear back from them.
It ain't workin.
Bottom line: What is the objective of this email? Stick to that one thing. To get them to meet with you? To get them to reply by answering a question? To fill out a survey? When you meet with them or chat or text, THEN you can share more info.
2. Personalize and Humanize it. Talk like you are talking to a friend. No need for formal jargon. Get rid of it.
Start out the email with:
something personal
something you remember that they said that stuck out to you or
remind them of something they offered to help with or do for you
thank them for their support and loyalty
Whatever it is, make it personal to THEM.
This means it's more likely to get read because they know it's a message meant for them personally, and not some boiler plate blah generic email.
Bottom line: Write like you're writing a friend. Use their name. Let them know WHY you are reaching out to THEM.
3. Educate and Inspire.
Your donors want to learn more about what you do. They are interested in what's interesting. LOL
Here are some examples:
Have a high-performing educational social media post you did lately that you want them to see? Include a link to that.
Have a video interview that you or your CEO has done lately on a podcast or blog that people have given feedback on? Include that.
Got an article or book or podcast that you read/heard recently that has to do with your work? Share it.
Have a recent win, big or small, or exciting update you can share? Like you hit a milestone in your fundraising campaign or you got a new $50k gift or you got a potential kickass board member? Tell them the good news!
And you can just add these in the PS. if you want.
Just pick one. Don't inundate them.
And do this each time. So, each email you send can include another fun educational tidbit that will keep them engaged and learning about your mission.
Bottom line: Educational tidbits are interesting to your donors, re-affirm your credibility as a thought leader in the space you're in and most importantly, teach them to relate to you as a learner and you as the teacher in the work you do.
So, here's a great example of what you could write to a major donor and the objective is to ask for a meeting:
Feel free to copy and paste this. Make it your own, please.
Hi [first name],
I was thinking of you the other day when I took this 4 Tendencies Quiz. Are you familiar with it? I know that you're obsessed with personality assessments (like me) and so I thought I'd share. It answers the question "What motivates people?" and "How do I get people--including myself--to do what I want?" Can't wait to hear what you think.
We have some really BIG and exciting changes happening at [Name of your organization].
You have been such an important partner and good friend. I'd love to update you about what's going on and report back how you've helped to change lives.
When do you have 30 minutes for a quick Zoom chat?
Here are some times that work for me in the next two weeks:
Time slot one
Time slot two
Time slot three
[Or you could use Calendly or Acuity Scheduling to send a calendar link instead.]
Once I hear back from you on a time, I'll send a calendar invite with a Zoom link.
I can't wait to talk soon!
With gratitude,
Julie
PS. I recently did an interview on the We Are For Good podcast on courageous fundraising. I'd love to hear your feedback.
Let me know if you end up using this email template! I wanna know how it goes.
PS. Have a big goal and need to double, maybe even triple, your individual giving? Like now? Let's hop on a quick, no-pressure chat to see if it's right for you.
