How do you align your prospect solicitation email with your organization's goals and values?

1 Know your audience

Before you write your email, you need to know who you are writing to. Prospect research is the process of gathering and analyzing information about your prospects, such as their giving history, philanthropic interests, personal background, and connection to your organization. By doing prospect research, you can segment your prospects into different groups based on their affinity, capacity, and readiness to give, and tailor your email accordingly. For example, you can use different subject lines, tone, language, and calls to action for prospects who are new, loyal, lapsed, or major donors.

2 Tell a compelling story

One of the most effective ways to capture your prospects' attention and emotion is to tell a compelling story that showcases the impact of your organization's work. A good story should have a clear problem, solution, and outcome, and feature a specific beneficiary or stakeholder who represents your cause. For example, if you are raising funds for a literacy program, you can share the story of a child who learned to read thanks to your program, and how that changed his or her life. A story should also include relevant data and facts to support your claims and demonstrate your credibility.

3 Align your ask with your values

Your email should not only inform and inspire your prospects, but also persuade them to take action. Your ask should be clear, specific, and realistic, and align with your organization's values and goals. For example, if your organization values transparency and accountability, you can explain how you will use the funds, report on the results, and acknowledge the donors. If your organization values collaboration and community, you can invite the prospects to join a network of supporters, participate in an event, or share your cause with others. Your ask should also match your prospects' interests and motivations, and show them how their contribution will make a difference.

4 Use a personal and conversational tone

Your email should sound like a conversation between two human beings, not a formal or generic message. You can use a personal and conversational tone by addressing your prospects by name, using pronouns like "you" and "we", and expressing gratitude and appreciation. You can also use questions, anecdotes, humor, or emotions to create rapport and engagement. However, you should also be respectful, professional, and respectful of your prospects' time and preferences. Avoid using jargon, slang, or acronyms that may confuse or alienate your prospects.

5 Optimize your email design and layout

The design and layout of your email can significantly influence how prospects respond to it. To optimize your email, craft a catchy subject line that summarizes your main point and creates curiosity, and use short paragraphs, bullet points, headings, and white space to break up your text and highlight key information. Additionally, incorporate images, videos, or graphics that illustrate your impact, as well as colors, fonts, and logos that match your organization's brand identity and style guide. Finally, add a clear call to action button that tells your prospects what to do next, and test your email on different devices and platforms to ensure it displays properly.

6 Follow up and measure your results

After you send your email, you should follow up with your prospects and measure your results. You can follow up with your prospects by sending a thank you note, a reminder, a survey, or an update on your progress. You can also use email tracking tools to monitor your open, click, response, and conversion rates, and analyze what worked and what didn't. By following up and measuring your results, you can build trust and loyalty with your prospects, and improve your email strategy for future campaigns.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?