Year-end e-appeals are already appearing. While we know at minimum, you want to send two emails before Christmas and two after, we also know that some organizations will send 10+ e-appeals before the New Year begins.
What's right for you organization? Consider your limits.
Your limit = the tolerance of the people on your list. Exceed your limit, they will unsubscribe, and you will lose your ability to communicate with them through e-mail. Your limit is based on two things:
1) The strength of your brand. The more valued and beloved your organization is in the community it serves, and the more passionate people feel, the more they will be willing to accept (and respond to) multiple appeals from you.
2) Your own online generosity. In the online space, you want to give more than you ask. Organizations that also deliver communications that add value to people's lives, can send more fundraising emails because people will be less likely to want to disconnect from the value they receive year-round.
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