Here it is! The 2014 edition of my annual review of year-end fundraising email subject lines. Be sure to give the 2013, 2012, and 2011 reviews a look too.
For 2014, I reviewed 445 email messages sent to me from 74 different nonprofit organizations between December 1st and 31st, 2014. Here are some insights, trends, and the complete list of email subject lines.
Email by Date
Once again there was a familiar pattern of an email crescendo leading up to December 31st. 28% of all the emails that I received in December were sent in the last 5 days of the year. On December 31st, I received 53 emails from 37 different nonprofit organizations, the most of any day.
Most emails were sent between Monday and Thursday of the week. Sunday and Saturday had the lowest email volume during the month. Fun Fact: I didn’t receive a single nonprofit email on Sunday, December 7th.
#GivingTuesday continues to grow in email volume each year. In 2014, there were 51 emails sent by 41 different nonprofit organizations on #GivingTuesday. That was a significant increase from 2013 and nearly as many emails that I received on December 31st.
Email by Hour
44% of all fundraising emails were received between 9am ET and 1pm ET during the month of December 2014. That was slightly down from 2013. 34% of emails were received after 1pm ET. Only 10% were received before 8am ET.
We know from other Blackbaud research that most online donations happen between 11am ET and 2pm ET. Seeing a significant number of emails being sent during this time period begs the causation or correlation question.
Email Frequency
Nonprofits sent a median of 6 fundraising emails during the month of December 2014. I was sent 23 fundraising emails by one single nonprofit organization during the month. That’s a new record. 14 nonprofits sent me more than 10 email messages.
There were 16 organizations that only sent me one email message during December. This is always a head scratcher for me. While sending 23 emails is probably too many, I can certainly say that sending just one isn’t enough. I’m going to put it on my “to do” list to reach out to some of these organizations to inquire about their strategy.
Is there a magic number of emails to send? Yes, absolutely. And the best way to find the right number is to test. My experience over the years tells me that most nonprofits still don’t send as much email as they should be.
Subject Line Analysis
This word cloud was generated based on all 445 fundraising email subject lines. The most frequently occurring words are larger and common English words have been removed.
Once again, words like “gift” and “Holiday” were very popular. “GivingTuesday” was referenced in 22 of the email subject lines. Only 2% of fundraising email subject lines promoted a tax deduction and I continue to see that decreasing each year.
7% of all the emails had a “last chance” focus and 27% used the word “you” in the subject line. There were 19 emails my name in the subject line and this continues to increase every year. About 6 faux forwards this year which was more than 2013. Only one of them was done well considering the content of the message.
2014 was the rise of the minimalist subject line. Emails with subjects like “hey” and “away” along with “75%”, “ice” and “pending” showed up in the inbox. Most of them came from a single nonprofit and I’m curious to know if they performed differently.
The Best of the Best
A good subject line is just one part of the success equation. Getting the right message to the right people at the right time is still critical. And with more than 50% of all emails now opened on a mobile device it’s vital to be mobile friendly.
My favourite email subject line during December was “No, you can’t have my blender” from Oxfam America. In the abstract, it makes no sense. But of course, context is everything. The rest of the message and the entire year-end email campaign from Oxfam America were all well done.
The best end-to-end campaign was done by the Museum of Modern Art. I tweeted about it and will do a follow-up blog post about why they got so many things right. Everything from the email design to the donation form experience was spot on.
My multichannel award goes to The Nature Conservancy. On the last day of 2014, I received 53 emails from 37 different nonprofits. But only one nonprofit, The Nature Conservancy, sent me a text message with a donation ask. The text message was sent to me at 8:08pm ET, which is outside of peak online giving hours, but perfect for mobile users.
My only recommendation would have been to text a link to a mobile optimized donation form. Current text-to-give in the US is limited to $10 per transaction. The average online donation is significantly greater than this and would likely yield significant better financial results.
The only thing that really matters is whether or not the email resulted in a donation. Subject lines are just one aspect of a successful email campaign. In 2015, I’m going to start sharing more of what appears in my mailbox and inbox to highlight the good, bad, and ugly.
All the Nonprofit Email Subject Lines
Here are all the fundraising email subject lines beginning with those received on December 31, 2014 and moving backwards in time to December 1, 2014:
DEADLINE: Protect Nature by Midnight
Last chance: Match ends at midnight!
LAST CHANCE: Make a 2014 gift to protect rainforests
LAST CHANCE: You make 2x the difference before midnight
Just hours left to double your gift for animals
FW: URGENT: Midnight Deadline
Celebrate With Us, There’s Still Time
Deadline: MIDNIGHT TONIGHT
Last chance to support new cures – every dollar MATCHED
Counting down to the deadline
This is your last chance
Last day to make your 2014 year-end gift!
One day only: All gifts matched
You rock my socks!
Fwd: Last chance—do it for the Bay
Just hours remain to support MoMA in 2014
away
Mr. MacLaughlin, LAST DAY
Happy New Year from the Charleston Symphony Orchestra!
Today’s the day
Give By Midnight Tonight!
MATCH: Last chance to give in 2014
This is your last chance
Last Chance! Give Back to Nature This Year
DEADLINE: Match offer expires tonight!
Fwd: Steven – Review Your 2014 Donations
Procrastinators Unite
Steve, time is running out!
FW: Can you make it by midnight?
Midnight deadline
Last day to give – FWD: Nothing can prepare you for cancer
Close out 2014 with the gift of clean water
Before The Clock Strikes
Deadline: MIDNIGHT!
MATCH: Today only, your support goes twice as far
There is Still Time to Give!
More projects, more places, more families
Hours to go!
Lots of Countdowns Today. This One Is About Changing Lives.
Double your impact for animals–but only until midnight!
We wish this could wait
hey
There’s Still Time – Get the Match & Deduction
Support us today and receive an exclusive thank-you gift
URGENT: Midnight Deadline
Stand with our Medical Teams
Just a few hours left
Last chance—do it for the Bay
The Last Night
This is your last chance
Only hours left to give in 2014 (plus FREE Gift)!
Only hours left to have your gift matched 2 to 1!
Urgent: Last-minute match – we really need your help
tomorrow
Steve, give before 2015!
Together, let’s continue to win!
Two days left! Take the Challenge
Don’t miss out! Make twice the impact this year
We’re almost there and could really use your help!
There’s still time to help!
Thank you and Happy New Year!
WNYC is YOUR station
Reminder: Steve, double your gift!
One Day Left to Make a Tax Deductible Donation
Less than 48 hours, Steve
Give 100% before the year runs out.
Not a Reason to Give…
Last Chance! Make a it Happy New Year for Outward Bound USA
Let them know you are there
You can make a difference!
Could they stop the Bay clean-up?
Just 24 Hours: Let’s Put a Match to It
Time’s up tomorrow night!
just checked
Baby monkeys, terrified and heartbroken
Close the year by curing one person of leprosy
Happy News Years Live from Lincoln Center
Counting for Significance
Less than 48 hours to make a difference
Donate for a 2014 tax credit!
Time Is Running Out For Your Gift To Be Matched
Concerned…
Steven – Review Your 2014 Donations
Hurry, Help Us Get Closer to a Cure! FREE GIFT
48 hours to…DOUBLE your dollars!
2014 is coming to a close
Year-end Gift to Roger Tory Peterson Institute
Happy New Year from Wills Eye Hospital – 2014 Year in Review Video
Downton Abbey is back
Only 3 more days to DOUBLE your gift
All year long
Steve – your gift matched!
Time is running out to make your lifesaving year-end gift.
Hurry! It’s Not Too Late!
South Carolina’s Natural Treasures Need You, Steve
Don’t let 2014 end without being a part of the new Gibbes!
Three days only: All donations matched 2 to 1!
Steve, Urgent Deadline
Give Today Because…
DOUBLE your tax-deductible gift!
A Bird in the Hand…
who will you help?
On the Frontlines of Ebola, Three Miracles
Help them defy the odds
Give today – now is all that matters
If you haven’t already…
Our Resolution
Too Wild a Place
Last Chance: Make Your Year-End Gift Today
A world without art is just boring
Changing the course in 2015
an update
Steve, there’s somebody I’d like you to meet
Make Your Special Year-end Gift Today
We need you
Triple Your Impact This Year
The Tax Man Cometh!
Three days to have your gift matched
Don’t let this be a death sentence for Nosey
We can’t do it without YOU!
Your Investment Gives Back to Nature
Will you help us reach our goal, Steve?
Stranded…till spring?
Your donation, doubled!
Things We Love
Be the change
Five days left to show your support
Almost there
Your Investment Gives Back to Nature
We need you
Your Lifesaving Impact
What sets us apart
There’s still time
A Gift to You
Why is this rabbit so afraid?
Oysters, crabs, and other amazing wildlife
Mr. MacLaughlin, 5 days left
Merry Christmas, Friend!
Merry Christmas from e3 Partners
Merry Christmas from World Animal Protection
YES! This solves your last-minute scramble.
YES! This solves your last-minute scramble.
Don’t Worry: Last Minute Green Gifts Are Here!
We will expose the truth
‘Tis Better to Give…
Are you sure you checked twice?
Seasons Greetings!
You can still buy Gifts of Hope in time for the holidays!
No, you can’t have my blender
Still looking for a last-minute gift? It’s right here!
Still Need a Gift for Tomorrow?
Patti LaBelle wishes for a cure, too.
Seriously, You Are Amazing
Deck the Halls!
Field Report: All gifts matched, success stories & more!
Our Mission is to Help Other Nonprofits…
Dogs are being slaughtered for leather–you can help them
Special interview: How we’re using viruses to stop cancer
Another Year of Great Public Television
An Old-Fashioned Christmas
Was I on the Naughty List?
We’re almost out of time
GBBC eNews: Snowy Owls, eCards, and Bird ID Help
Don’t Worry: Last Minute Green Gifts Are Here!
This holiday season, give 100%.
Show them you love them
Give Hope to Children this Holiday Season
Your gift today will be DOUBLED!
Cancer was never a thought in my mind
Happy Holidays from Opportunity International
Happy Holidays from Boston Children’s Hospital
URGENT: A Child Needs You
Last-minute gift
Last Chance: Six Months Free!
Back by Popular Demand: Six Months Free!
Who doesn’t love a goat?
2014 – A Year of Rainforest Victories and Milestones
Call the Midwife Holiday Special
How many baby seals will die in 2015?
Time is running out to change lives in 2014
What the Chesapeake Bay should be
We will stand for children
Plan Canada e-newsletter – December, 2014
You won’t believe what just happened…
Our line in the sand
pending
The 2014 you made possible
Best Wishes and Happy Holidays
It’s not too late to send a great gift
Gift of hope
Happy Holidays!
Gifts that won’t get lost in the shuffle
Your most important New Year’s resolution
Petition: 3 Days Left
Tax-Free Giving Extended Until December 31
A terrifying fate
Dogs are being slaughtered for leather–you can help them
Elephants Held Captive
What’s #1 on your list?
December e-newsletter: Obama Family Visit, Holiday Helpings, Annual Report
To my core.
We’re getting there
Get Ready for Beethoven’s Fifth Symphony with the CSO
Pregnant and Starving: We Got to Ruby Just in Time
Join the Charleston World Heritage Coalition!
Thanks to you, we’re transforming lives through education
What’s Happening at WMC!
Ready for Another?
Exclusive Gift Membership Offer Enclosed
‘Tis the Season at NJPAC
Our gift to you – heartwarming news on community collaborations, events, & new programs
Beaten for Being Gay in Russia – Andrey’s Story
Philanthropy Matters December 2014
Help make a striker smile for the holidays
Claim Your Calendar Before December 31st
Tis the 12th Day!
NestWatch eNews: Who’s using your nest box this winter?
Friend, let’s finish 2014 strong
There’s just two weeks left of 2014!
Happy Holidays! (Watch this…)
Season of Joy, Unity, and Giving
Make Your Tax-Deductible Gift to Nature
Steve – before the year ends, we need your help
Annual CBF Membership Renewal
ice
Nothing can prepare you for cancer
Watch the Free Care Fund Benefit Show Tonight on KDKA-TV!
You were there for my child.
Big Oil’s clean up plan
2014: making the impossible, possible
Nosey the elephant is suffering–and running out of time
Happy Holidays from Wake Forest
Need a Last Minute Holiday Gift Idea?
Dogs Bludgeoned and Killed for Leather in New Investigation
Small things
They’re counting on you
Make a Year End Contribution
Great gifts under $50!
Shopping Not Done? Gift Cards to the Rescue!
75% of a disaster
Double your donation this holiday season
Bears in Pakistan need your help this Christmas
Crisis news December – Crisis Christmas presents
10 Reasons to Feel Good About 2014
Happy Holidays From PETA
What Do You Think?
Happy Holidays, Steve
Free shipping on custom-printed cards
Santa says we’ve been really, really good!
Fame
I’m Dreaming of a White Kitten…
Because of you, our work is changing lives
One day left to send Rescue Gift cards
FW: South Carolina’s Natural Treasures Need You, Steve
Friend, the deadline is Midnight
Ebola: There’s hope – please read
Give it forward: $35 that will change the world
Make your gifts count in 2014
Make a year-end gift that matters.
A terrific gift that helps animals!
LAST CHANCE for custom-printed cards (that make TWICE the impact!)
Thank You from e3 Partners
Experience Sacred Journeys
Just 5 days left
Time to make 2 X the impact is running out
Giving is good for you.
Love is blind
REMINDER: Live Webcast – A Year of Unprecedented Emergencies – Dec 17
Final day! Buy now to receive before 12/24
Urgent Deadline: All gifts MATCHED!
Because of you, our work is changing lives
Hurry! Time Is Running Out to Give Green
Stop Arctic drilling once and for all!
Demand an end to El Salvador’s abortion ban
Update: Rats frozen alive and drowned at dealer
Outward Bound Featured Today on AOL.com!
Hurry! Time Is Running Out to Give Green
Your Holiday Gift Catalog – All gifts matched
Your gift can have the best ears
Make a Difference Just By Saying Thank You
VIDEO: The animals you’ve helped this year
Why I fight
A gift to wow everyone on your list
Our one chance to save ringed seals.
Polar Bears
Protect the Arctic ring seal
12 Ways to Help Animals This Holiday Season
Diabetes is scary. Superheroes needed!
Hurry! Time Is Running Out to Give Green
Your gift makes twice the difference.
You Saved This 3-Day-Old Kitten
Baseball Hall of Fame Commemorative Coin Collectibles + Free Shipping Over $50!
Last chance to join our kids’ holiday surprise!
Shop Amnesty’s Last Sale of the Year
CIA Torture and Lies
December eNews: Teaming Up to Take on Diabetes
Happy Holidays from the Gibbes Museum!
Why we give.
Special Olympics South Carolina News
The solutions
Breaking: Rats Frozen Alive and Drowned at Dealer
Thank you for considering a year-end gift to support Outward Bound
Your support means so much.
Great holiday gifts for children from Gifts of Hope!
Unwrapped cards ship at midnight – don’t miss out – order now!
Reality vs. our simple vision
Give now to see your name on KDKA-TV!
Season’s Greetings! – December E-News
Please open – NPQ Needs your Help before Year End
Shop New LIVESTRONG Collection – Plus 20% Off Sale Items
75%
Making every bird count
5 reasons your holiday will be better than ever
Branch Out! Make a Beautiful Bird Ornament Saturday
Your Holiday Gift Catalog – All gifts matched
Your unique impact on Ebola
Celebrating Human Rights Day through Impact
Great Places: Guardians of the Great Bear Rainforest
Give the Gift of IU this Holiday Season
Want it by 12/24 with FREE delivery? Then open this email.
Moody Blues and Jason Mraz on sale this week!
Help feed a family in need this Christmas
Our Mission is to Help Other Nonprofits…
Remember this girl?
Now You Can Help Twice the Animals
South Carolina’s Natural Treasures Need You, Steve
Encore! Encore!
A Year of Unprecedented Emergencies Live Webcast – Dec 17
Great Gifts for Colleagues and Clients
Same Gift. Twice the Impact.
Dogs like Daisy need shelter this winter
My husband is no criminal: Help free him
A winter wonderland for kids in the hospital
A People With No Home
Save children’s lives.
InterAction’s Strategic Plan – December 2014 Newsletter
Disaster Alert: Typhoon Hagupit in the Philippines
still trying?
She’s Still Smiling
The Fast Metabolism Revolution
‘Tis the 4th day of giving!
RE: Year-End Online Giving Article
Your last-minute holiday gift is here
Gift-giving got you stumped? We’ve got a wild idea.
Thank you – we’ll end pet homelessness, the seal hunt, and more
☑ Your Holiday List with Green Gifts for Everyone
It’s Secret Santa–PETA-style!
Shop to Stop Diabetes with AmazonSmile
FREE shipping & all the cuddles you can handle!
Disaster Alert: Typhoon Hagupit
Hidden Lives of Australian Sheep
MHRH Shimmer: Less than one week left to get your tickets!
Watch what we did together
Steven, I’ll keep it short
Get cozy with us
12 Days of Giving- Day 3!
VIDEO: How could this be the same dog?
Goats! Goats! Goats!
Thank you! (+Special Offer)
Interview: Locked Up With No Way Out
This is unprecedented
Cornell Lab eNews: Simple Feeder Dos and Don’ts, Holiday Gift Ideas—Plus Penguins!
☑ Your Holiday List with Green Gifts for Everyone
Don’t keep this gift.
Five days left to ship your gift FREE
From the Arctic to the Gulf of Mexico
Don’t Miss December Member Programs
Give the Gift of IU this Holiday Season
Did you miss it?
Shimmer Champagne Raffle to benefit the Women’s Imaging Center at the Redl Center for Cancer Care
Reminder – Outward Bound Co-presented Screening at The Rubin Museum in NYC – TONIGHT!
Keep dogs out of the cold this winter!
Gibbes Museum Art of Healing
Final Hours to give the best gift you can give the world
Last-Chance Wednesday
Drumroll please…
Do Dogs Require More Fossil Fuel than Hummers?
When Michael Moonwalked
HURRY! Three-for-One Offer Ends Today
Push us over the top!
It’s Not Too Late! Give the Gift of Opportunity Today!
It’s your moment to change a child’s future
Let’s turn “Giving Tuesday” into “12 Days of Giving”- starting today!
Give Back to Nature on #GivingTuesday
Don’t let #GivingTuesday go by….
For Years to Come
For Sick Kids on Giving Tuesday
#givingtuesday
#GivingTuesday
It’s not just any Tuesday.
Goats are no joke
Giving Tuesday
Today only! Your donation will DOUBLE!
Giving Tuesday 2014 is Here!
Today’s the day. Give 100%
Big plans
Celebrate #GivingTuesday – All Gifts Matched!
Friend, send a Gift from the Heart this #GivingTuesday
Celebrate Giving Tuesday with a gift that is matched 14x!
Keep our researchers on the ground
Today is the Day
Forest Pests Program – Thursday December 4, 2014 6:00 PM – 7:30 PM
Your gift for the birds counts twice!
Give a gift that gives back
Empower Families on Giving Tuesday: The Greatest Gift of All
Celebrate #GivingTuesday by Changing Lives!
#GivingTuesday
NPQ can’t go on without you!
Counting for Significance
#GivetoChildrens on #GivingTuesday!
What’s special about today?
Giving Tuesday special: your gift matched
Do you know what day it is?
Today’s the day!
Today is #GivingTuesday!
RTPI Holiday Open House Sat December 6th, Special Guests and More
Join the Giving Tuesday Movement
Snow + Bathing Suits?
Can you help rescue a bear this Christmas?
#GivingTuesday – TODAY ONLY…Your gift is doubled!
Do you know what day it is?
Giving Tuesday: Your Gift Can Be Tripled!
#GivingTuesday is TODAY: Help grieving families & inspire others to give
Last Chance: Cyber Monday Offer Extended!
Cyber Monday Offer Extended!
Mr. MacLaughlin, an IU video for you
Jackie Evancho in Concert
Tomorrow is Giving Tuesday!
Give the gift of family
Save More Than Money This Cyber Monday!
Gibbes Museum King Street Antique Stroll
48 hours
Keep our researchers on the ground
Feel good after Black Friday: save lives on Giving Tuesday
Holiday Drop-In Reminder
A gift for you, too
Three days only, three times the impact
Demand Liu Ping’s release
Additional 20% Off LIVESTRONG Sale Items
Cyber Monday MATCH: Unwrapped gifts go twice as far!
How cute is this little guy?
The Surprising Truth About Gift Cards
Everyone wants one
Hours remain to redeem this offer!
Here’s to another great year together!