Email marketing is a vital outlet of communication in the nonprofit world. It’s a place for you to directly send information about fundraising campaigns, events, newsletters, volunteer opportunities and so much more. If your open rate is slowly declining and you feel like you aren’t getting the most out of your email campaigns, it’s critical to go back to the basics and start by focusing on your subject line.
A subject line is one of the most important steps in getting readers to open your email. The greatest way to do this is by letting your subject line catch your reader’s interest right away. Depending on your email’s content, your subject line could vary. We’ve compiled a list of the things your subject line needs for it to be successful, along with some examples.
Use Action Verbs
It’s likely your main point of any email is getting your readers to follow through on a call to action. To appeal this way, you need to utilize action verbs somewhere in your subject line. Here are a few to get you thinking:
- Give
- Help
- Join
- Save
- Make
- Change
Create Urgency
When it comes to donating or signing up, people tend to stall or tell themselves they’ll get around to it next month. In order to break this habit, it’s important to create a sense of urgency surrounding your needs. Try setting deadlines and goals that you can utilize in your subject lines. For example:
- Time is running out! Register today
- One day left! Help us reach our goal
- We need YOUR help! Three volunteer spots left
Ask a Question
By asking a question, you are giving readers a moment to reflect and see what they might be able to offer. This will lead them to open your email, learn more about your organization and respond to your call to action. For example:
- Can you help us (blank)?
- How are you making an impact today?
- Will you join the fight against (blank)?
Use Emotion
Show your passion and love for your organization, even in something as simple as a subject line. As humans, sometimes what gets our attention the most is something that sparks emotion. How do you do this? Here are a few examples:
- We need you to help fight (blank)
- With your help, we can transform lives
- You could be the hero someone needs today
Ready to tackle your next email campaign? Check out our list of campaign-specific subject line ideas to get you started:
Fundraising Campaign:
- Last day to make a difference!
- Can you help us reach our goal?
- Open to find out how you can be a hero today
Click here for tips on how to create a flawless fundraising email campaign.
Event Campaign:
- Time is running out! Register today
- We’re SO close to our event goal!
- Open to discover how YOU can change lives
Volunteer Campaign:
- Open to make an impact
- You have the power to make a difference
- Only TWO volunteer spots left- sign up today
