We receive a large number of charity emails and as a result of our client work we genuinely believe there is a different process to designing an email for a charity. Here’s a couple of our favourites that we received over the Summer.
An email designed for sharing
WWF – Global Tiger Day
It’s not uncommon to see emails designed with a single, unified goal using a plethora of links and call-to-actions. This may just end up confusing your recipient when, for example, you just want the email to be shared across their social networks. We think WWF have crafted a very simple email which gets around these issues and is perfect for sharing.
- Stripped-down template, there’s nothing fussy here. The reader’s full attention is on the stunning tiger photos.
- Simplified call-to-action. The email footer contains all prompts for sharing and social networks.
- We think this type of email will achieve good reach on social networks, photos usually go down well with people.
Our favourite appeal email
UNHCR Syria – World Refugee Day
Heart wrenching photos, compelling personal stories and good, clear CTA make this one of our favourite appeal emails of the year so far.
- The email is well written, with as a series of short uncomplicated paragraphs. These are a mix of compelling stories and prompts for people start fundraising or donate.
- “Take 1 minute to support a family” -subject line creates a sense of urgency but also gives the impression the recipient can make a difference simply by reading the email.
- The fundraising call-to-actions are designed to contrast from the rest of the email. These are made accessible and stand out whether you’re at the top or bottom of the email.
- The main call-to-action is explained clearly throughout the email. The benefits of fundraising and how to do this are well described so supporters can know what to expect when they click through.
- Alternative ways to help the cause are offered in the foot of the email.
The non-profit survey email
Age UK – Information and Advice
A good survey email can gather useful advice from your supporters which can help make your email campaigns better. These can easily end up being dull and unexciting, we found this one from Age UK which we think is great.
- First thing to catch your eye is the large, bevelled call-to-action. The lack of other copy links or buttons make it obvious this is the desired action to take.
- The template is crisp and has good use of colour in the header and footer. The email body is kept simple, white and has good, clear hierarchy between each copy element.
What do you think of our selection? Leave us your comments or take the poll, whether you loved or hated them we’d really appreciate your feedback.