Nonprofit Email Survey
Top 3 Takeaways
Surveys from ASPCA and American Lung Association
Clear and concise copy.
Explain the reason for the survey. What value does the supporter get from completing it?.
Creative call to action on the button.
Transcript
We surveyed 100 nonprofits and the top answer is on the board. Name a type of email to send supporters to learn more about them and help you personalize future emails. To see the answer, it’s time to play Behind the Campaign.
The answer is - a survey email. To send personalized emails organizations may need to ask supporters to complete a survey.
Today, we have two survey emails. One from ASPCA and the other from the American Lung Association.
ASPCA
Founded in 1866, ASPCA was the first humane society established in North America. ASPCA helps vulnerable animals, ensuring they get treated with respect and kindness.
They work to rescue, place and protect all animals. In 2020, their placement program relocated over 27,000 animals for a better chance at adoption.
After signing up on their website to receive emails, I was sent a combined welcome and survey email. The email is short with clear, concise copy. It explains the reason and value I get from completing the survey.
Let’s start with the inbox preview for ASPCA.
Survey Email - ASPCA
ASPCA has a strong subject line. Thank You subject lines usually get more people to open.
The preheader expands on the subject line and tells you exactly what to expect. “These four quick questions will let us know the animal welfare issues you care about most.”
This is not only a well written preheader it is also hidden.
You will hear me talk about hidden preheaders a lot. I love when organizations use them. The preheader is part of the inbox preview but when we open the email the text is hidden.
Let me show you what I mean.
The preheader is the top text on the email. But notice you do not see the sentence “These four quick questions…”. Instead the first thing you see is the image. This gives the email a clean look, drawing your attention to the image first.
This is a short email, 3 paragraphs, one image and a button. Great survey emails don’t need much text.
They do need to explain why a supporter should fill out a survey, and ASPCA does that. They let you know it is only 4 questions long, so I know I can complete it quickly. They also tell me how filling out the survey benefits me, the supporter. By completing the survey I expect personalized emails in the future, based on my answers. Since stopping puppy mills is important to me I expect the majority of emails to be about this.
ASPCA does a great job of using supporter centric language through the email. Even when they talk about themselves they bring it back and say their mission is only possible from people “like you.”
The length of each paragraph and font size make this email easy to read and interact with on mobile. The button is a good size for mobile.
They kept the email simple by having only one call to action, the survey.
Now, let’s look at another survey email, this one from the American Lung Association.
American Lung Association
The American Lung Association is a champion for healthy lungs and healthy air. They work to save lives by improving lung health and preventing lung disease. They do this through research, education and advocacy.
American Lung Association made a $25 million commitment to end COVID-19 and defend against other future respiratory viruses.
Survey Email - ALA
I received this survey email a few days after signing-up for emails. Again, we see a short email with the sole purpose of getting to know supporters better.
Here is the inbox preview.
American Lung Association asks a question in the subject line. Questions make great subject lines leading to curiosity. Which is more important? Hmm, I wonder.
Yes. We have another example of a hidden preheader. The subject line and preheader tell you what to expect in the rest of the email without telling you it is a survey.
This email is even shorter than the last one. But that doesn’t mean it is less effective.
They start the email with a strong image and an engaging headline- “We want to get to know you.”
The headline and copy is about the supporter. They explain the reason for the survey, ALA wants to send you personalized emails. If it means better emails for me, then I am willing to do the survey.
They also set-up your expectations, telling you it will take about one minute.
I love the different color survey button. The color matches the woman’s shirt and it stands out from the rest of the email.
The email looks great on mobile with it’s simple design.
Bravo! To both ASPCA and American Lung Association for great survey emails. Bravo!
