Has your nonprofit been struggling to ask for emergency funds in the current coronavirus crisis?
Are you wondering how to ask without sounding alarmist, tone deaf, and/or insensitive?
I’d like to share an example from Daily Table, a small, local, non-profit retail store that provides the community with a variety of “tasty, convenient, and affordable foods that will help you feel and be your best; food that will keep you moving forward, not hold you back.”
Daily Table was founded by Doug Rauch, former president of Trader Joe’s, and is open in Dorchester, a neighborhood and community in Boston.
This email worked really well for Daily Table, netting them a slew of new donors and several thousand in donations.
Why it works:
1) It comes from the HEART.
It leads with compassion.
It is written by a person, to another person, acknowledging that we are all humans right now going through something completely unprecedented and that it’s tough for all of us.
2) It tells a timely story.
The story of hard-working people on the front lines, sacrificing their own health so that others can stay healthy – that is relatable, that is timely, and that is incredibly relevant.
3) It tells me exactly what to do.
This email is successful because rather than just asking me to make a gift of any size, it provides me with a specific framework in the call-to-action.
“Would you consider a special gift of the cost of one hour’s wage of $17 for one or more of our employees?”
Our brains are all stressed to the breaking point right now.
Don’t make me choose, don’t make me think, don’t force me to make a decision.
But $17? Or $34? I can do that.
In addition, despite their tiny, stretched-thin staff, the Daily Table has taken to Facebook to provide helpful information to it’s community, including recipes, how to eat healthy in a crisis, and more:
What do successful online fundraising campaigns have in common?
They have speciﬁc, achievable goals.
There is a sense of urgency to participate – a matching gift, a deadline.
There is trust built up BEFORE the campaign launches.
There is infrastructure in place to promote the campaign.
Use this free Planner when planning your next online fundraising campaign!