Email #3 - Send Dec. 10
It's critical to keep the pace up during the month of December, but we understand that there are only so many ways you can ask readers for support. Email #3 is the first of a two part series that helps readers understand what goes into producing quality journalism. The prompt in this appeal asks you to mention a story that made a difference this year. Resist the urge to link to the story. You'll dive a little deeper into the how the story came together in the next appeal.
Keep up the momentum by sending your appeals, but be sure to suppress donors who have already given during the campaign.
Before Dec. 10
Take down any #GivingTuesday or #GivingNewsDay ads or messages. Revert back to NewsMatch promotion with house ads or social media posts.
Customize and send your appeal on Dec. 10
If you use the MailChimp template, be sure to swap out the News Revenue Hub's logo with your own and link back to your donation page. Use merge tags to fill in the "First Name" fields and tailor the text to fit your own mission and campaign goals. Here's the HTML template and copy if you want to build your own campaign.
TIP: Suppress people who have already given during the campaign.
Set up a "fake forward"
At the end of the day, schedule an email to go out to folks who did not open the eblast. Change the subject line to say "FWD:" and have it come from another staff member.
Set up your ads and social media posts
Check out the bottom of this document for sample Facebook and Twitter posts and customize the NewsMatch ads.
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