Timing isn't everything but it does help and we need every grain of goodness we can get in 2020. Of all the emails I send to market CoMoGives (a local year end giving campaign that supports 142 nonprofits powered by the Community Foundation of Central Missouri): GivingTuesday is the highest donation generating email, it brought in $25,715 in 2019. But New Year’s Eve is consistently the highest converting email. In 2019 the people who clicked to visit the website from that email had a 28.11% of donating. So for heaven's sake, if you send no other emails at the end of this year send one on GivingTuesday and one on New Year’s Eve. But it’s not all about the money is it? It’s about spreading the word. Building awareness. And you can’t do that with just two emails asking for donations. You need a cadence to start the conversations flowing… In this podcast I talk through the schedule I'd suggest for sending year end gift emails based on the data I've seen over the past 7 years of sending them for CoMoGives.

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Monica Maye Pitts
Monica Maye Pitts Chief Creative Officer

When to send your year end giving emails.

Timing isn't everything but it does help and we need every grain of goodness we can get in 2020.  

Of all the emails I send to market CoMoGives (a local year end giving campaign that supports 142 nonprofits powered by the Community Foundation of Central Missouri):

  • GivingTuesday is the highest donation generating email, it brought in $25,715 in 2019. 
  • But New Year’s Eve is consistently the highest converting email. In 2019 the people who clicked to visit the website from that email had a 28.11% of donating.

So for heaven's sake, if you send no other emails at the end of this year send one on GivingTuesday and one on New Year’s Eve.

But it’s not all about the money is it?  It’s about spreading the word.  Building awareness.  And you can’t do that with just two emails asking for donations.  You need a cadence to start the conversations flowing…

Here's the schedule I'd suggest for sending year end gift emails based on the data I've seen over the past 7 years of sending emails on behalf of the CoMoGives organizations. And since I wasn't sure if you'd believe me or not I called in for backup and Kathleen Murphy Toms with GivingTuesday had a thing or two to say as well about when and how many emails to send in the month of December.

EPISODE GOODIE BAG

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Year End Giving Email Schedule & Templates

Year End Giving Email Schedule & Templates – $7

Shave hours off your to-do list with this complete set of fill-in-the-blank year end giving email templates! Save Time - Fill in the Blanks!

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