A recent article in the Chronicle of Philanthropy reports that Tuesday is the most lucrative day for online giving, while Thursday sports the highest average gift, and Monday, the highest number of gifts. Weekends are decidedly lackluster. Additionally, 60% of online giving occurs during workday hours.
So should we all just start sending emails out on Tuesdays at 10am?
Not necessarily, because email doesn't stand alone. Other fundraising efforts still drive the majority of online giving.
Instead, combine this data with what you know about your own program and the other initiatives you have in play, in order to make the best choices for your situation.
Always keep in mind that email is there and gone in the blink of an eye. The more informed your strategy is, the better chance you have to generate traction.
Ditto about what we know about our own program. Weekend delivery for PBS-TV donors (women 65+) does quite well for obvious reasons.
ReplyDeleteOur new mailer will start to use open history and decide when to send within a window so email will be at the top of each recipient's inbox.
Bottom line? Track your open rates by email genre (newsletters, alerts vs. asks) Keep an eye on unsubscribes while you're at to see what folks DON'T want.