Fundraising Appeal Email
The Gist of It
Clever spin on a tired buzzword.
Simple is effective.
Transcript
New Normal. This phrase entered our vocabulary due to the Covid-19 pandemic and it quickly became a buzzword. It is used so often that according to one survey, it is the most annoying buzzword of 2021. It is better to swear than to say *bleep.
Let’s look at the ingenious way one nonprofit took this phrase and turned it upside down. Stop saying *bleep and say Behind the Campaign.
The Nonprofit - Boys and Girls Clubs of America
The fundraising email we will look at today is from Boys & Girls Clubs of America.
For over 160 years, Boys & Girls Clubs of America has helped young people reach their full potential. They focus on character development. Part of their mission is for each person who enters a club to graduate from high school and prepare them for the future.
With clubs across the US, the Boys and Girls Clubs have programs for kids ages 6 years and older. Programs range from education, sports and leadership. 97% of club teens expect to graduate from high school.
I received this fundraising email from them. The subject line and preheader intrigued me, so I opened it.
I’ll show you why.
Email Inbox Preview
The subject line is- “It’s time to get back to normal.” At first, I cringed, but then I read the preheader. “How many times have you heard those words in recent months?” The subject line and preheader work together, sharing one thought.
I would not have opened the email based on the subject line alone, but the preheader struck a chord with me. I have only heard the phrase “back to normal” a million times.
Prioritze the Email Preheader
The preheader is an underutilized part of the email. A mere 11% of marketers use it. So when it is used it can get a 30% increase in opens. And when we talk about fundraising emails, we need as many people to open as possible.
Preheader text can be anywhere from 40-130 characters long. Different devices will display more or less of the preheader.
So , what does normal have to do with the Boys & Girls Clubs of America? The email provides a twist.
Fundraising Appeal Email
We get our answer on the main image. “When normal means hungry, they deserve better than normal.” Boys & Girls Clubs say they don’t want us to return to normal. Normal was not good for many children.
The image is split. On the left, we see a black and white photo. A bare cupboard with no food to eat. On the right, in color, happy kids eating and enjoying a conversation.
They reiterate the subject line and preheader. And then they finish their thought, “normal is not good enough.”
What is normal for some children? They highlight reality with the next three statements, using bold, italics and line breaks. Who should return to this? No one!
The last paragraph wraps up the need and offers a way for you to help. A link to give is included in the text and as a button. Curious to know how many people click the link vs. the button. It is fine to have both. The link does not detract from the button since the call to action is the same.
This email looks great on mobile. Having short paragraphs makes it easy to read.
The email is short and that is fine. In fact, shorter emails often perform better than longer ones. For shorter emails, the click rate is about 6% higher. Long copy can distract readers from the true intention of the email, especially fundraising ones.
This email is simple and effective. It has one image, 140 words and a button. It relies on creative content, inspired by a buzzword. Don’t underestimate a simple fundraising email.
Conclusion
Boys & Girls Clubs of America has put together a clever and impactful appeal email. Everything about the image, from subject line to preheader, from image to copy direct individuals to support the kids and families. Its sole purpose is to raise money for their programs, which it does brilliantly.
Bravo, Boys & Girls Clubs of America, Bravo!
