Vehicle Donation Email
The Gist of It
Use email to ask for vehicle donations.
Provide value and real examples of how donating a vehicle will help others.
Demonstrate empathy to connect with supporters.
Transcript
“What’s it gonna take to put you in this car?
The day you buy a car you ask all types of pressure loaded questions. Is this the right car for me? Am I paying too much? Do I really need the undercoating?
While buying a car is stressful, saying goodbye to it is heartbreaking.
After years of serving you, your car can make one final act to help others, when you donate it to your favorite charity.
Let’s view an email that shows how supporters can say goodbye and feel good at the same time.
No test drive needed to go Behind the Campaign.
Introduction
Welcome to Behind the Campaign.
A showcase of the best nonprofit campaigns. Here you will get ideas, tips, and strategies to create successful campaigns for your organization.
Today, we will look at a vehicle donation email from the American Kidney Fund. Honestly, I have never received an email like this and it’s too bad more organizations don’t send them.
A Look at the Organization
Fifty years ago, a group of friends came together to help raise funds for dialysis treatments. That year they helped 79 patients and the American Kidney Fund was founded.
They work on behalf of the 37 million Americans living with kidney disease.
The American Kidney Fund makes 157 kidney transplants a month possible. More than any other organization.
They provide grants to patients affected by natural disasters and resources to eat better.
More than 80,000 dialysis and transplant patients can afford health care because of supporters.
Inbox Preview
“Give your vehicle a proper goodbye.” This subject line caught my attention. It’s not everyday you read one like this.
This isn’t a cute or mysterious subject line. Instead, it states exactly what the email is about. There is no bait and switch here.
This is why it works so well. Even if you don’t plan to get rid of your car, it provides enough context to encourage people to open and find out more (like it did me.)
The preheader expands on the subject line, “one vehicle can help dozens of people with kidney disease.”
Vehicle Donation Email
The email has a beautiful image of a person, their car and a sunset. This image says so much.
Images grab a supporter’s attention, like this one.
People like pictures, 65% prefer emails with images.
But you can’t use any image either. An image must convey the theme of your email. It must support the purpose of the email. Make sure the image isn’t too busy, keep it simple.
The salutation is personalized. A great touch.
People want personalized messages, 69% of individuals appreciate it.
When brands engage and provide a personalized experience 68% of people remain loyal to that brand.
In the first paragraph the American Kidney Fund shows empathy. They understand the investment of a car. The service it gives you and the enjoyment you receive from your car.
The best emails empathize with you. This is a great way to connect with supporters.
To write an email that is empathetic, focus on the supporter, help them feel valued, put yourself in their shoes, and provide solutions.
The solution with this email is to donate your vehicle to the American Kidney Fund. They say it in the last line of the second paragraph. “Consider making one last good memory with it and donate your vehicle…”
Then they let you know how your gift will impact the lives of others. It means filled prescriptions or transportation.
AKF gives you more information about the types of vehicles, that donating is tax deductible and they will pick it up.
The button copy is specific, “Learn more and schedule your pickup.” A more specific call to action may not lead to as many clicks but it will lead to a higher conversion rate. So, when appropriate use more descriptive text on call to action buttons. This is a great example of one.
All three links on the email take you to the same landing page.
Here you see the landing page and form. The page provides more of the value proposition. The form to request information only includes 4 fields to fill out.
After the form, American Kidney Fund has more for those that need it. The page has a video and a frequently asked questions section.
Conclusion
The American Kidney Fund sends a powerful email that tugs at the heart.
Not only do they provide real examples of how donating your vehicle helps kidney patients but they empathize with you every step of the way.
So, to the American Kidney Fund, whose email sends supporters on an emotional journey.
Bravo!
