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Email Fundraising Success Story
Recently we explained how sometimes you can raise more money by NOT asking for it initially. Getting supporters to take another action first, like signing a petition, can produce more donors than a straight ask. Sometimes, however, a simple, direct fundraising appeal can work extremely well. Consider this email that was sent recently by the Washington (DC) Animal Rescue League. Their email list is small, and many of the names on that list were spontaneous online donors after Hurricane Katrina last September. They sent 1300 emails asking for contributions toward a new piece of dental equipment for their animal hospital. Their goal was $4,200, as it was very clearly stated in the email. They received over $9000 in gifts directly from this appeal, an average of $7 for every email sent! This email contains many of the elements that are key to any good fundraising appeal (whether it’s sent via email or postal mail): Here is the email below: *************************** Dental Equipment Desperately Needed My e-mails to you are normally limited to letting you know about special events benefiting The Washington Animal Rescue League and DC's homeless animals. But today is different. Right now, our Medical Center is in desperate need of a new dental machine. If you have ever had a cavity, you know how excruciating the pain can be. Well, many of the cats and dogs we rescue have not been properly cared for and among other things, their teeth are in terrible condition - often, we must pull teeth. Our current dental machine is ten years old and in constant need of repair. It makes cleaning and especially extraction very difficult, and yet the alternative - leaving an animal in pain and possible risk of infection - is not acceptable. However, a new dental machine runs over $5,000. Due to the current construction and the expansion of our shelter, this expense could not be afforded in our 2006 budget. In response, we applied to a local foundation for a special grant, but they were only able to award us $1,000 toward the dental machine in their current giving cycle. So, we are about $4,200 short of what is needed to purchase this new machine. I have never asked for contributions online before, but I am doing so now. Will you please consider making a special gift today to help us purchase this machine so we can properly care for the homeless and neglected cats and dogs who we take in every week? If you can send $100 or even $250 today, it will be a big help. Gifts of $35, $50 or any amount are also welcome. The important thing is for each person who receives this to respond. We do not have a very big e-mail list but each of you on it has helped the League in one fashion or another. If you could find it in your heart to donate, just click here <http://rs6.net/tn.jsp?t=7finotbab.0.0.gty75sbab.0&p=https%3A%2F%2Fwww.warl.org%2Fhowhelp%2FdonationForm.php> to be taken to our secure online giving page. In the memo line, just write in "dental machine" and your gift will be credited to this special project. I will let you know how we do. I have promised our Medical Director we will find a way to get him the new machine, and I thank you for helping me succeed! Respectfully, April 2006 | |
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