6 ways to make your communications stand out

Grabbing your audience’s attention can feel like a never-ending challenge, and creating communications that cut through the noise and inspire action can be tough. So, how do you make sure your message stands out and leaves a lasting impact? It starts with crafting thoughtful, targeted strategies that engage your donors in meaningful ways.

From defining your communication goals to segmenting your audience, these six tips will help elevate your donor communications, making them not only more memorable but also more effective in driving engagement. Whether you’re using ThankView for video outreach or just email, we’re here to help you level up your outreach—let’s dive in.

1. Define Your Communication Goals

When reaching out to donors, establishing clear goals for each message is crucial. So, how do you go about setting these goals? 

Step one: Start by identifying your audience. You want to really know who you’re talking to. For example, a tendency in end of fiscal year fundraising is to focus far too much on your organization. But take a step back, and know that your audience isn’t focused on the same deadlines you are. Put yourself in their shoes and really consider who the message is intended for and why it’s important to them. 

Step two: Ask yourself two essential questions: How do I want the donor to feel, and what specific action do I want them to take? Answering these questions will set you on the right path to crafting a compelling ThankView and defining your communication goals. 

2. Create Subject Lines That Stand Out

Let’s be real—coming up with catchy subject lines can feel like a daunting task, especially when you’re preparing for a big campaign. Luckily, we’ve got some tips that can help you hit the mark.

To create a compelling subject line, combine three essential elements: personal connection, clear benefit, and a sense of urgency. Sounds simple, right? But here’s the trick: steer clear of words like “we” and “our.” Instead, shift the focus to the donor. Use phrases like “your impact” instead of “our goals” to set a more engaging vibe.

Next, make sure your subject line highlights the benefits for the donor. What’s in it for them? What positive change can they create by taking action? Clarity is key here—make the cause unmistakable!

Now, let’s talk about urgency. What’s happening that makes this email a must-open right now? Is there something important going on with your organization, your community, or even the world?

Remember, you don’t have to cram all three elements into every subject line, but always stay true to the content of your email—no clickbait allowed! And let’s ditch phrases like “click here now.” Be your own spam filter: read your subject line and ask yourself, “Would I actually open this?” If your gut says no, it’s time to rethink your approach!

Short on time or just feeling stuck creatively? Don’t be afraid to lean on AI for help! With the right prompts, chatGPT can help you craft a compelling subject line. Try asking something like; “Suggest email subject lines for Giving Tuesday that center on the donor’s potential impact and create urgency to act.”

3. Generate an Effective Call To Action

Let’s dive into calls to action (CTAs)—those key moments where you’re asking donors to take a next step. Whether it’s a link to donate on a direct mail piece or a button showcasing the impact of their gift, your CTA is what guides donors to act after receiving your communication.

Here are two tips to ensure your CTA packs a punch:

1. Use strong, clear imperatives. You’ve seen the usual “click here” or “learn more,” but we encourage you to think beyond the basics. Get creative with your language! 
2. Repeat your CTA. Mentioning it once isn’t enough. Repetition boosts the chances that your donor will take action. For instance, try interesting your CTA midway through your message and then again at the end.

4. Embrace the Magic of Segmentation and Personalization

One of the best ways to wow your donors is by making it personal. Whether it’s a personalized email, a phone call, or a tailored video message, personalized one-to-one communication makes your donors feel truly seen and appreciated. It’s a great way to show them that they matter to your organization, while encouraging them to engage with your message.

Segmentation is a powerful tool for creating more personalized messages for your donor. For example, let’s say you’re sending a Thanksgiving message, but you don’t want to blast the same generic note to everyone on your list. A great way to personalize this is by segmenting based on donor interest or the specific fund they supported. You could speak directly to donors who contributed to scholarships, a specific program, or a Giving Day initiative. Acknowledge exactly where they gave and highlight the impact of their contribution. 

Another easy and popular way to segment your audience is a simple one: LYBUNTS and SYBUNTS. These two groups are at different points in their giving journey, so make sure your messaging reflects that. By tailoring your communication to each group, you’ll increase your chances of re-engaging them effectively.

5. Be Aware of Open Rate Myths

It’s natural for email senders to focus on open rates to measure the success of their campaign. But what if we were thinking about open rates incorrectly? Here are two common misconceptions about open rates that will help you rethink how to measure success and improve your donor communications. 

Misconception 1: Open rates are 100% accurate

With updates to privacy settings on mail servers, open rates are not what they used to be. Features like Apple’s Mail Privacy Protection (MPP) obscure whether recipients actually open emails, inflating open rate numbers. While open rates can still offer some insight into engagement trends, they shouldn’t be the sole indicator of success. 

Misconception 2: Open rates indicate interest

Sure, it’s great to see that people are opening your emails, but that’s only half the story. It’s possible someone clicked on your email by mistake or just to unsubscribe, without even glancing at the amazing copy you worked hard on or watching that video you created. The real magic happens when they actually engage with the content inside—like clicking through to make a gift or signing up to volunteer. Without those next steps, a high open rate is just a number. So, while it’s tempting to celebrate those open rates, remember to dig deeper into what truly matters: the actions your audience is taking once they’re in.

6. Find The Perfect Moment – Timing is Everything 

Even the best-crafted message can fall flat if sent at the wrong time. Pay attention to when your audience is most active—whether that’s morning, afternoon, or even a specific day of the week. Tools like email analytics and social media insights can help you track when your recipients are most likely to engage with your content. By sending your communications at optimal times, you increase the chances of them being seen, opened, and acted upon.