During a reader revenue campaign, time pressure makes a big difference. We see an average of 23.03% donations come in after emails with "2-days left" subject lines are sent.
The countdown begins
Where you update the non-donor subscribers (segment them! Do not harass the subscribers who are already contributing!) on how the campaign is going, and build more momentum and excitement, and give them a sense of urgency to pitch in.
(Notes: Keep it short! Aim for 250 words max! Add your value proposition, two support buttons max, momentum and building urgency. In and out. And take the time to write an engaging, urgent subject line that compels subscribers to open the email!)
An example:
The Ingleside Light 48-Hour email
(This simple email saw the publication jump from 28% to almost 50% of their target for the campaign!)
From: Alex — The Ingleside Light
To: Non-supporters
SUBJECT LINE: Only 48 hours left to support the Ingleside Light
Teaser: Help us build a sustainable hyperlocal newsroom
Hey reader,
We’re getting down to the wire: only 48 hours left to help us build a sustainable, hyperlocal newsroom dedicated to covering our community in Ingleside.
[Support the Ingleside Light]
The good news is 14 of you have stepped up to contribute $1,109 since we launched our fundraising campaign last week. That means we’re now 28% to our goal of reaching $5,000 to put this project on solid ground.
Your support tells me that we’re on the right track — that our community values factual, accountable local coverage that you won’t find anywhere else. But we can’t build the Ingleside Light without you. Can you help us cross the finish line?
[Sign me up]
I believe hyperlocal news connects a community to itself. Without a dedicated local news source, how will we know about the neighbor-led effort to turn a trash-strewn vacant lot into a destination greenspace or the new small business owners investing in our community?
And as a thank you, when you support the Ingleside Light today at the $100 level, I’ll send you an Iconic Landmarks of Ingleside gift set.
With appreciation,
Alex
P.S. Know someone else who values local journalism and lives or works in Ingleside? Ask them to support the Ingleside Light by forwarding them this email.
More examples:
Example from The Resolve (campaign hitting targets)
Example from The Flatlander (campaign was falling short — but this 48-hour email and the subsequent 24-hour email pushed it to the finish line!)