Email marketing is an extremely powerful promotion tool, but emails sent by nonprofit organizations are too often ignored and add to the hundreds of unread emails in subscribers’ inboxes. However, email can be very useful in online fundraising efforts.
Checkout the 7 Email Subjects to grab your nonprofit donors attention
If the open rate of your emails is low, you may have to consider writing more effective and attention-grabbing subject lines. We can use these as inspiration.
1. “You made this happen”
This subject line should be used to follow up with donors who have given for your organization, as a way to show how their contribution has benefited the cause.
This subject line is effective because it makes users curious about what “this” is and what they have achieved.
Avoid this subject line if you are trying to reach potential new donors, because it is not relevant for someone who hasn’t given yet and will be considered spam.
2. “3 ways to save a child today”
Punchy subject lines like this one are hard to resist because they suggest the email body is exciting and it makes uses of numbers, who are known to attract people’s attention very easily.
Another good headline writing practice we can notice in this subject line is using a limited number of words.
Subscribers skim their inbox fast and are attracted by short titles that are easy to read in a glimpse.
3. “We’re almost there and could really use your help!”
People are more likely to donate to charities which offer information about their progress.
There is a sense of closure that supporters enjoy when they know they have given the last dollars needed to achieve a humanitarian purpose, and being prompted to offer their help in these circumstances often works.
4. “(Name) – before the year ends, we need your help”
This subject line is likely to get your email open for two reasons. Firstly, it mentions a deadline for the subscriber’s contribution.
Instead of thinking “I may give to this charity at some moment in the future”, the recipient will think “Why do they need my help before the year ends?” and open the email to find the answer.
The second strategy, using the prospect’s name, is debatable. Some experts consider it spammy, so it’s your choice if you want to use it or not.
5. “Breaking: Dogs Killed for Leather”
Shocking or horrifying headlines work as long as they are relevant to your subscriber and you don’t use them too often.
This kind of subject line should be sent only to those segments of your subscribers list that are sensitive to heart-wrenching messages, so make sure you know who your target audience is.
6. “When was the last time you made a kid smile?”
This thought-provoking question makes people take a pause to come up with an answer and at the same time it encourages them to open the email and see the reason behind the question.
7. “Do you know what day it is?”
Even if people expect subject lines to be part of marketing strategies, some headlines are so “sticky” and cause a burning question to insinuate inside their minds that they end up opening the email to get the answer.
No matter how creative you get with email subjects, make sure you always respect the promise they imply and offer the answer inside the email body. Otherwise you will put off people and cause them to see all your emails as spam. Follow these tips and you’ll be able to create email subject lines that attract your donors attention.