CLIENT: Sephardic Bikur Holim
To thank its donors and supporters with a last minute appeal for donations, we created this email that explained the impact that this multi-service agency had during the year.
The mail used some best practices for the design of nonprofit fundraising appeal emails and design:
1. Clearly Identifiable Header
A header that clearly identifies the organization and shows the range of activities that SBH is involved in. In this case, we made sure to represent a cross section of the types of people involved in the organization, including age and gender, involved in different volunteering activities. The overall look, colors, and typefaces in the email reinforce the organization’s brand to help supporters recognize the organization’s communications as coming from SBH.
2. Emotional Story
The email opens with actual email that SBH received describing an emotional experience that an observer had about the organization’s work.
3. Statistics
We presented selected statistics that showed the agency’s overall impact in a variety of areas. The statistics are designed in a clean way to highlight the numbers and create a strong visual presence to focus the reader.
4. The Appeal
The “ask” starts by thanking donors for their contributions and reminding them how the organization relies on their support. Mentioning that SBH has been around for 40 years builds the credibility that the organization is not fly-by-night or about to go out of business. And of course, there is a large and clear Donate button that is easy to find and does compete with many other elements.
5. Footer
The footer area contains the organization’s logo and a short mission statement (short enough that someone might actually read it), followed by contact information, and the organization’s divisions, a relatively new feature that we have been introducing for the organization as a way of gaining named sponsorships for each division.
