Jewish Nonprofits Newsletter
When people say "no"
No one likes feeling bad. No one likes remembering hard situations. No one likes being in places – or near people – that make them feel less than. That’s why it can be hard to ask someone for a donation. Because when you ask, there’s a chance they’ll say no. And if they say no, it can get…awkward. (Particularly if this is someone you have a personal connection to.) When you make a big ask and someone can’t say yes, the immediate reaction is…they don’t feel good about saying no. And when...
Don’t get lost in the scroll
Hi Rabbi [LAST_NAME GOES HERE], More than half of your donors will read your emails on their phone. (And that’s a conservative guess.) Which means an email that looks perfectly fine on a computer isn’t a “well done” email unless it ALSO reads well on a phone. On desktop, this email seems skimmable and engaging. But on mobile, this same email is clunky and unwelcoming. On a phone: Your subject line will get cut off sooner (so it needs to be tighter) “Short” paragraphs will still take up the...
Welcome aboard, [FIRST NAME GOES HERE]
Hi Reader, Last email, we discussed why the first email you send after a donation is so incredibly crucial. Today, we’ll break down how to make sure it’s STRONG. The first email after a donation: Has one of the highest open rates Meeting your donors when they might be having a moment of “Did we really just give away our money?” (aka a smidge of doubt) That’s why you want to: Use the opportunity to nurture them, educate them about what you do Confirm that – yes, you made the right choice! And...
Donor’s doubt?
Hi Reader, Have you ever made a big purchase? Where you deliberated back and forth – to buy or not to buy? Then you settle on a decision: we’re going to get it! You fill out your credit card information and click to process. And then – immediately – think, “Oh wow, did we really just do that?” Was it the right choice? That immediate regret is a 100% normal (EXPECTED!) part of the process. That’s why a good company doesn’t just email you a plain receipt. It will be something that congratulates...
It CAN hurt to try…but do it anyway
Our client had never done a direct-mail appeal before. We pushed them to try. It netted a LOT more than they thought it would, and the next year, we repeated something similar again. But for the same client… We strategized a specific digital campaign, and it did barely okay-ish. It covered the “costs” of running it, but we realized that the specific format didn’t work well for this audience. We now knew that we could confidently shelve the idea and not try it again. Both scenarios involved...
Let them unsubscribe
When you buy groceries, you give money and get your milk. When you donate, you give money and get to see your impact. Donations are a transaction. People give because they want something in return – to feel good about themselves, to make a difference, to be involved in something beautiful. If you accept donations but don’t hand over their “purchase” by updating them on their impact, it’s almost like stealing. That’s why you should send more non-ask emails. Nurture emails. Just to say hi, say...
You email everyone (and that’s the problem)
This is a longer email, but it’s worth the read because you know your donors. You know who gave today. And you definitely remember the one who dropped $10,000 out of the blue. But do you know which of your donors are the “strongest?” Which show the most potential for even greater gifts? Or which are starting to get annoyed at all the requests you send? That’s the gap an RFM analysis closes. Recency Frequency Monetary value (or “mitzvah value”) RFM sounds fancy, but it’s really a simple...
Nurture vs. donation request
Sending out regular emails to (potential) donors is a good idea – but what are you writing in those emails? With each email you sit down to write, choose between the two: nurture vs. donate emails. Nurture emails are stories, updates and behind-the-scenes moments. Nurture emails CAN have a donate request, but that’s not the point. Lyrical, storytelling energy. CTA is there, but not made front and center. Main “takeaway” is how inspiring the work is – and how much donors are the ones making...
try it this week
It’s only been a month since the new calendar year began – which means it’s not too late to take stock of the year gone by. It’s something we did for all our clients over the last few weeks. (Read to the end for a bonus. If you follow these steps, we’ll review your plan to give some additional feedback.) Sit down. Open a clean document (or new paper, if that’s your style). Write down everything you did this past year to market or fundraise. “Chanukah appeal” “Parlor meeting in Feb” “Table at...
No tears? No problem
Someone emailed with a question. It’s a great question. Many nonprofits have marketing that’s easier to navigate – because the cause pulls at our heartstrings. But what if your cause doesn’t? What if the mission is critical and the work is meaningful, but there are no heart-wrenching stories or eye-popping statistics to lean on? If that sounds like you, there are two pillars you can lean on instead: SHOW RESULTS. Use visuals, infographics, or before-and-after shots that make the impact...
Tell me a story, please
We served 10,000 meals last month!!! Which is nice, of course. But 10,000 portions of chicken and rice can sometimes feel like…just a lot of chicken and rice. Meet Sara, a single mom of three. She works every day to give her children a better life – and our free meals are a big part of her efforts. Suddenly. It’s personal. Why are stories the superpower of nonprofit marketing? When we hear stories, our brain releases oxytocin (the same chemical that bonds mothers to babies and friends to...