As pumpkin spice season approaches, nonprofits are starting to think of another seasonal marker—the most crucial fundraising period—the year-end campaign. In a landscape filled with appeals and festivities, how can your organization rise above the noise and capture the hearts of your donors? Luminate Online can help!

As Blackbaud Partners, we want to highlight one of the email marketing tools we leverage to help our clients do exactly that. Luminate Online is ready to supercharge your year-end fundraising efforts like never before. With its robust features and our expert guidance, we’ll share strategies for crafting captivating email campaigns that ignite donor engagement, amplify your message, and drive exceptional results.

Tip: Stay up to date on all of Luminate’s new features. Here is a post highlighting the most recent release.

Crafting Compelling Content

The year-end campaign demands your emails to be more than ordinary messages—they must be compelling and impactful. Luminate Online empowers you to create email campaigns that resonate deeply with your donors during this critical fundraising period. Use subject lines that evoke urgency and emotional connection, making your emails stand out amidst the crowded inbox. Did you know that you can write conditionals into your subject line? We like to use this to add personalization while offering an alternative subject for those without a name. 

When you are developing your content strategy, keep in mind the different visual variations of the message. Will this email be a standard message with a header and a button? Consider trying a stripped-down, plain text version of your message to create a more personalized appeal.

Tip: Learn more about how to craft a snappy subject line in our blog post. 

Automation and Sequencing on Luminate Online

As the year-end campaign intensifies, managing multiple tasks can be overwhelming. Luminate Online’s automation capabilities can streamline your efforts and maximize donor engagement.

Do you have an automated welcome series that nurtures and educate new donors that may come in during this time? Using event-based triggers, such as a gift to the year-end campaign, you can set up a custom, personalized follow-up campaign to donors and even build in an impact message a few months out. By leveraging these automation tools, you’ll build stronger connections, inspire loyalty, and create a memorable year-end experience for your supporters.

Tip: Take a deep dive into Luminate Online queries in this blog post!

Testing, Analysis, and Optimization

In the fast-paced world of year-end fundraising, staying ahead requires continuous improvement. We encourage you to dip your toes into the art of A/B testing. Experiment with testing various elements such as subject lines, sender names, layouts, and CTAs to uncover the winning combinations that resonate most with your donors. Use specific tracking links to discover insights into your audience’s behavior.

The learnings you gather can be used to refine your strategies throughout the campaign and elevate your digital email campaigns throughout the year.

Tip: Make sure your emails are accessible to all. Check out our post here on email accessibility. 

We Can Help You With Luminate Online

Make this year your most successful year-end fundraising campaign with the powerful capabilities of Luminate Online. By crafting compelling and personalized campaigns, automating impact messages, and continuously optimizing your strategies, you’ll ignite donor engagement and achieve remarkable results.

Doing Good Digital is ready to help you get the most out of Luminate Online. We have limited availability for year-end 2023; don’t miss out! Contact us today to talk with one of our senior consultants.