Bespoke Donor Marketing Campaigns

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

Most nonprofits think they need one big fundraising video. They’re wrong. Here’s what actually works: Having the right video for the right moment. I used to see organizations put all their budget into a single, polished film—expecting it to do everything. Inspire, educate, bring in donors, and drive action. But here’s what I’ve found: A single video can’t do all that. The nonprofits that see real results use a different approach. Instead of making just one film, they create a system of videos, each serving a specific purpose: 𝘈𝘯 𝘪𝘮𝘱𝘢𝘤𝘵 𝘴𝘵𝘰𝘳𝘺—to connect with their audience on an emotional level 𝘚𝘦𝘨𝘮𝘦𝘯𝘵𝘦𝘥 𝘤𝘰𝘯𝘵𝘦𝘯𝘵—to highlight different initiatives for specific donor interests 𝘖𝘯𝘨𝘰𝘪𝘯𝘨 𝘴𝘵𝘰𝘳𝘪𝘦𝘴—to keep their mission top-of-mind year-round We implemented this approach with the incredible organization, Zichron Menachem. Instead of just one general fundraising video, we created: ▶️ 𝘈 𝘱𝘰𝘸𝘦𝘳𝘧𝘶𝘭 𝘪𝘮𝘱𝘢𝘤𝘵 𝘴𝘵𝘰𝘳𝘺 that emotionally connects with their English-speaking donors ▶️𝘝𝘪𝘥𝘦𝘰𝘴 𝘧𝘰𝘤𝘶𝘴𝘦𝘥 𝘰𝘯 𝘵𝘩𝘦𝘪𝘳 𝘩𝘢𝘪𝘳 𝘥𝘰𝘯𝘢𝘵𝘪𝘰𝘯 𝘪𝘯𝘪𝘵𝘪𝘢𝘵𝘪𝘷𝘦—to reach donors passionate about that cause ▶️𝘏𝘪𝘨𝘩𝘭𝘪𝘨𝘩𝘵𝘴 𝘰𝘧 𝘵𝘩𝘦𝘪𝘳 𝘤𝘢𝘮𝘱𝘴—to inspire those who want to support kids directly This approach makes their message stronger, more relevant, and more effective. Instead of just one video, they now have a system of content that keeps donors engaged beyond a single campaign. If you’re still putting everything into one big video, you might be missing out on a smarter way to use your budget. Thinking about how to make your next campaign last longer? Let’s talk.

The £105,000 email. Yeah, that happened 🥳 A while back we prepared a small email-only campaign for a client, and ended up raising 1/5th of their annual income! How? I hear you ask! ✅ Restricted giving campaign with a tangible outcome – donors could help to pay for a specific vital item needed by families. ✅ Sent out on an international awareness day related to the item in question. ✅ Donors were introduced to the topic and need in the previous news email so they had some warm-up time. ✅ The campaign email clearly explained the need and how donations would be used, with an accompanying video. ✅ Shared the ask on social media at the same time. ✅ A little luck… What was the luck? Somebody on the list was in a position to award grants… The campaign and its clearly-expressed need captured their imagination and they got in touch to pledge a huge £100k grant to this specific project. The end result❓ 🥳 The charity were able to help almost all of the families on the waiting list for this project! They’d only expected to raise £5k. What a result. That’s why even a ‘small’ campaign should be as compelling as possible – you never know whose attention you might grab 👀 I’d love to hear your tips for fundraising appeals? #charity #fundraising #appeal