Peer Spotlight Mailbag

Wisconsin Youth Company Development Director and AFP Greater Madison member Emily Wills sent this email out to donors the afternoon of Giving Tuesday, pushing to the finish line of their $5,000 match challenge.

It stood out to me as a fun way to prompt quick action while expressing her organization’s unique identity. And we can use it as a reminder of some best practices to follow in our own fundraising communications.

Using a GIF from well-known TV series Brooklyn 99 helped this email stand out in a day amidst dozens of Giving Tuesday communications that may all start to blur together for donors. While a pop culture GIF may not work within all organization brand styles, it certainly fits the energetic, fun identity of Wisconsin Youth Company. It made me ask myself “what kind of imagery will distinguish my organization and help donors understand our unique approach?”

We also can’t ignore the power of the Candid and Charity Navigator seals, sometimes called “trust marks” at the bottom of the email, giving a third-party endorsement that Wisconsin Youth Company acts responsibly with donated funds. Most organizations can get to Candid’s “Gold” level with an afternoon of work – worth looking into if you haven’t already.

Lastly, the direct language (“There is still time!”) from a real person (Emily’s name as the email sender) aligns with best practices to create urgency and show prospective donors they can do something real for real people right now.

Thank you, Emily, for giving us permission to spotlight this piece!

—

Has your attention been grabbed lately by an email from a local nonprofit? Did you hear from a peer that they got great feedback on their latest mailing? Is your colleague working on an exciting new way to communicate with donors?

We’d love to feature it in the chapter newsletter (and we always ask their permission) sometime soon! Send your ideas to Communications Committee member, Elliott Valentine, at elliottvalentine@wcoconcerts.org.