I write copy for a living. I also coach clients on how to write effective pitches, assemble winning campaigns, and research to convert knowledge into leads and sales. One of the best examples of my work is the email I received from the American Association of Advertising Agencies (4A’s) today. This particular email serves as a good case study on how to write a successful copy for fundraising emails as well as how to charge for these services.
The American Association of Advertising Agencies (4A’s) is a trade association that represents over 400 advertising and marketing agencies in the United States and around the world. It provides resources and educational opportunities for its members to grow and prosper.
I’ve been a member of 4A’s for a few years and have seen them progressively increase their fundraising efforts. They’ve always been strong in their digital marketing and email marketing efforts, but recently have ramped up their efforts in this area as well. Today, I received an email from 4A’s with this subject line: “Request for Proposal: The Role of Online Fundraising in Nonprofit Branding.”
Let’s dive in…
Why Email For Nonprofits?
The world of online fundraising is changing. In the past, people would give to charities and non-profits in person at an event or on the phone. Now, with the ability to click and give through a website, they can do so from the comforts of their home, at any time of the day or night.
Thanks to innovations such as online gifting platforms and mobile giving apps, your average Joe can now be as philanthropic as Jane. They may not have millions to give, but they have a few bucks that can be spread around through online giving platforms.
Nonprofits have always been a great way to channel your passions and promote change. Now that you can connect with like-minded individuals and make a difference with a click of a button, your excuse for not writing a pitch for a non-profit may soon disappear.
The Evolution Of An Email
When you write a pitch email, you’re essentially marketing yourself as a writer. The goal is to prove that you can help their company produce material that will make them more money. In today’s digital age, this means that your pitch may take the form of an email.
Emails are still just around 140 characters or less. However, unlike the simple and somewhat limited SMS messages, emails allow for tons of content. Some of that content may be images. Others may be articles, videos, or tables.
The most successful copy is that which is both interesting and useful. To create a good pitch, you must first understand your target audience’s needs and interests.
The Role Of An Email In Nonprofit Branding
When a nonprofit brand hires a copywriter, they’re essentially getting someone to help them brand their message and create compelling subject lines for their fundraising emails. Having a good subject line is one of the most important aspects of a successful email. It needs to both be interesting and compelling enough to make the reader want to read the email, but it also needs to match the email’s contents.
Let’s take a look at the 4A’s email and their subject line:
“Request for Proposal: The Role of Online Fundraising in Nonprofit Branding”
This is a fairly self-explanatory subject line for a pitch. It contains all the necessary information the recipient needs to know to make an informed decision. The only thing it lacksthe proposal’s content.
The proposal’s contents will include detailed information about the project, the qualifications of the writer, suggested pricing, and will ideally, include a sample or template of the project’s finished product.
The Content Of A Nonprofit Email
Your goal as a writer is to tell a compelling story that will keep the reader interested in the content that follows. To do this, you must first identify your target audience. Only then can you craft a message that they will value and benefit from.
Who are you writing this email for? What do they need or want? This is your starting point. From here, you can branch out into a short profile of the person you’re targeting, including their demographics (age, sex, marital status, etc.), psychographics (their interests, hobbies, lifestyle, etc.), and digital behavior (online habits, etc.).
If you can capture their attention with a compelling subject line and hook them into opening your email, they will be more inclined to open the whole thing. The most effective emails typically have a combination of these elements.
Craft A Compelling Subject Line
A good subject line for a pitch emai lis extremely important. It needs to be short and snappy so that it can catch the reader’s attention in the inbox. It should also be relevant to the email’s contents to improve its impact. Ideally, you want to write a snappy pitch with a subject line that is both appealing and helpful.
To craft a compelling subject line, do your research. Ask friends and colleagues for their opinions. Test out a thesis or hypothesis and see how it performs with your target audience. Above all, keep the reader in mind as you craft your subject line. Your message needs to be interesting and helpful enough for them, but not so generalized that it’s overwhelming. Try for a balance.
The Key Takeaways
Writing a pitch for a non-profit is a bit different from a for-profit pitch, but it’s still mostly about marketing yourself as a writer. The only key takeaway from this article is to write yourself as if you were going into business for yourself. What do you need to succeed? What are your specialties? What will make you different from other writers?
The more you can tell us about yourself, the more we’ll be interested in your proposals. Remember, your goal is to interest the reader in what you have to offer!