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Giving Day Webinar Preview - Email Q&A with host Kat Carter
Giving Days are primarily digital activities, and email serves as the primary channel for encouraging donor participation. In the second part of the Giving Day Webinar Series titled Creating Dynamic Communications Plans That Create Results, hosts Marie-Rose Delauzun and Kat Carter discuss effective storytelling, video content creation, and content distribution strategies to help organizations increase donor participation.
Why Email Matters for Giving Days
Email functions as “the loudspeaker for conveying the impact and success the donor can have.” However, success requires strategic volume. As Kat explains, many supporters won’t commit based on a single email. Cold non-donors need sufficient social proof to become confident that “This Giving Day looks like it will be a success and I want to be a part of that success.”
Email Volume Strategy
Most Giving Days involve sending between five and ten emails, timed around key daily windows: before work, lunchtime, after work, and evening. International audiences require consideration of their respective time zones.
Addressing Unsubscribe Concerns
Unsubscribe rates typically remain around 1%. To minimize frustration:
- Show progress through emails that demonstrate success and provide social proof
- Diversify storytelling so different narratives resonate with different audience segments
- Pre-warn supporters that communication frequency will temporarily increase but return to normal after the event
Email Impact Visualization
The webinar features a graph demonstrating the direct correlation between emails sent and donation spikes, showing that strategic email campaigns help institutions exceed their goals within the designated timeframe.
You can register for the on-demand webinar here.
