Before #GivingTuesday, I challenge everyone to subscribe to one of the Presidential candidates’ email newsletters. It doesn’t matter which candidate you pick—Democratic or Republican—Bernie, Harris, Trump, or Booker, no matter. Just pick one (if you don’t have a favorite, choose randomly) and subscribe. Go to their website and sign up for their email messages. Then, buckle your seat belt. You’ll immediately begin receiving messages. You’ll receive multiple messages in a single day, every day of every week. And all of them will ask for money. Every single one.
They’re asking because they need to. Campaigning for the US Presidency is expensive. If they don’t raise the money, their candidate won’t succeed.
And, guess what else? It’s working for them. Through the many emails the candidates are sending, they are raising millions.
No, I don’t think we should all start to ask several times each day, every day, but I do think that it’s not only acceptable, but also advisable to ask multiple times a day on #GivingTuesday (and multiple times that week and multiple times at the end of the year). Our donors know we won’t do this like the political candidates, every day. They also know that we’re asking because we need to, that our services depend on us asking.
So, I know you’re getting ready for #GivingTuesday. And I know that you are going to be blessed with an abundance of opinions from staff members, your CEO, members of the development committee, board members,…they’ll all have opinions (which they’ll freely share with you) about how many times you should ask for money on #GivingTuesday (and at the end of the year as well).
Before you believe them when they say you can’t send a message twice in one day, you can’t ask multiple times in the same week, etc., I want you to remember the political fundraisers and then ask at least a little more boldly.
And if your board members (who shouldn’t be weighing in on this anyway) are trying to negotiate with you about how frequently your email appeal gets sent, and they don’t get it when you tell them about what it was like to be on Kamala Harris’s (or whatever other candidate’s) email newsletter list, then tell them to sign up for a campaign’s messages. Let them get 1 week of emails from any candidate. It will change their perspective on your schedule of a small number of email blasts a couple of times at the end of the year.
For more on this topic, see my earlier post, Email More Not Less.
Image Source: Bigstock.com/Antstang – Used with permission.