Strike a Match
The letter is signed by KHP President and CEO Sharon Wood, followed by Facebook, YouTube and Twitter links, and a link to the KHP website. Also included are three hyperlinks directly to the donation page of the microsite in the body of the e-mail, as well as a “Buy Time” button in top right of the e-mail.
Notice the message touches on every aspect of the campaign — a direct story from a child KHP serves, a direct ask, demonstrating what “buying time” actually provides and a mention of the matching gift provided by dairy manufacturer Parmalat Canada.
Another e-mail on Dec. 31 follows a similar template. With the subject line, “Give now: It’s not too late. Stand up for kids!” the e-mail has the tagline, “Please give before it’s too late,” with an image of a girl out in the snow. Another short, five-paragraph message follows, with the same buttons and prompts as the earlier e-mail: “Your generosity is critical in helping transform a young person’s life forever. Please make a difference!
“There are only a few hours left until the 2012 tax deadline — so please make your charitable donation to Kids Help Phone by midnight to receive your tax receipt.
“Donations given to this year’s campaign will be matched by Parmalat Canada up to a maximum of $30,000. So any gift you give will have double the impact.
“Thank you for helping us keep our promise to kids in Canada — and Happy New Year from everyone here at Kids Help Phone.”
“Help keep kids safe, please give while there’s still time.”
This time, the message focused mostly on the urgency of time and the tax receipt, with a shorter message. A little less emotional, but still striking a chord with donors on New Year’s Eve.