Millennials are more likely to give through email than any other common fundraising channel, according to the Millennial Impact Project.
The project’s research shows that reading e mails is the “number one action taken by Millennials for a nonprofit via their smartphone” and over 65 per cent of this age group receive email or e-newsletter from 1-5 nonprofits.
- Make sure your email includes compelling content that makes a recipient want to read on: “This means personalization…, pre-header text and a one-line reason why the narrative of the story applies to the reader draws inspires them to read more.”
- Remember that, just because an individual doesn’t react to your email, it doesn’t mean that they are not interested: “It takes ongoing communication and involvement in the story to get a reaction...”
- Use successive emails to create a bigger narrative: “Choose your story or issue and use each email to highlight an aspect of the bigger picture.”
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