An Analysis of 83 #GivingTuesday 2017 Email Appeals

By Steven Shattuck

In 2016, I received 40 email solicitations on Giving Tuesday from a mix of orgs I had given to previously and ones I had never given to (but engaged in some other way with).

In 2017, that number rose to a whopping 83 through the normal course of interacting with nonprofits in my daily life.

Below is an analysis of those 83 emails, highlighting several features of the message and their asks. All of the emails were received on 11/28/2017, the day of Giving Tuesday.

# of orgs I received emails from: 65

Time Sent (Eastern):

  1. 1:10 AM
  2. 5:00 AM
  3. 5:24 AM
  4. 6:00 AM
  5. 6:18 AM
  6. 6:39 AM
  7. 7:03 AM
  8. 7:06 AM
  9. 7:06 AM
  10. 7:06 AM
  11. 7:07 AM
  12. 7:07 AM
  13. 7:13 AM
  14. 7:15 AM
  15. 7:17 AM
  16. 7:21 AM
  17. 7:45 AM
  18. 8:00 AM
  19. 8:00 AM
  20. 8:04 AM
  21. 8:06 AM
  22. 8:07 AM
  23. 8:09 AM
  24. 8:12 AM
  25. 8:23 AM
  26. 8:24 AM
  27. 8:30 AM
  28. 8:46 AM
  29. 8:57 AM
  30. 9:24 AM
  31. 9:25 AM
  32. 9:28 AM
  33. 9:34 AM
  34. 9:47 AM
  35. 9:59 AM
  36. 10:20 AM
  37. 10:23 AM
  38. 11:10 AM
  39. 11:25 AM
  40. 11:32 AM
  41. 11:41 AM
  42. 11:52 AM
  43. 12:02 PM
  44. 12:09 PM
  45. 12:23 PM
  46. 12:27 PM
  47. 12:31 PM
  48. 12:40 PM
  49. 12:48 PM
  50. 12:50 PM
  51. 1:21 PM
  52. 1:26 PM
  53. 1:32 PM
  54. 2:05 PM
  55. 3:27 PM
  56. 3:35 PM
  57. 3:48 PM
  58. 4:00 PM
  59. 4:15 PM
  60. 4:18 PM
  61. 4:23 PM
  62. 4:30 PM
  63. 4:34 PM
  64. 4:53 PM
  65. 5:08 PM
  66. 5:12 PM
  67. 5:19 PM
  68. 5:29 PM
  69. 5:53 PM
  70. 6:06 PM
  71. 6:11 PM
  72. 6:20 PM
  73. 6:48 PM
  74. 7:10 PM
  75. 8:22 PM
  76. 8:34 PM
  77. 8:37 PM
  78. 8:57 PM
  79. 9:00 PM
  80. 9:25 PM
  81. 9:45 PM
  82. 10:59 PM
  83. 11:28 PM

29/83 emails were sent between 7am-10am eastern.

Subject Lines:

  1. 24 hours to fight hunger x2!
  2. Jackson, Walter, #GIvingTuesday, (Org Name) Calendars and more!
  3. 2x the impact on #GivingTuesday
  4. Support what you love on #GivingTuesday – (Org Name)
  5. 650 Gifts. 24 Hours. One Mission.
  6. Don’t forget! Today is Giving Tuesday
  7. It’s #GivingTuesday. Support (Org Name) Today!
  8. Double your donation this #GivingTuesday!
  9. Let’s turn #GivingTuesday into #GivingTreesDay!
  10. Give kids the chance to eat healthy!
  11. MATCHING OFFER with the help of American Airlines & Mastercard
  12. Steven, Give Hope Today
  13. Grant a Little Wish for #GivingTuesday
  14. Help change outcomes on #GivingTuesday
  15. #GivingTueday [LIMITED Time Match]
  16. Show Your Support On GivingTuesday | (Org Name)
  17. Changing their future begins with you.
  18. Steve, share your blessings!
  19. Invest in strength.
  20. #GivingTuesday Match (and Lotus Ball Pics!)
  21. #GivingTuesday: Your Support Goes Twice as Far
  22. Ready, Set, #GivingTuesday!
  23. Join Us TODAY to Give 100 Mentors!
  24. They left the home they knew for their safety. Give them a home they can feel safe in.
  25. RE: the global day of giving back
  26. It’s #GivingTuesday! Double Your Impact and Double Your Chance to Win Hamilton Tickets!
  27. Will you join me?
  28. Give Thanks. Give Hope. Give Tuesday.
  29. Our Scholars, Our Leaders!
  30. #Giving Tuesday: Your Dollars, Where They Matter Most
  31. 24 Hours. 1 Bike Every Minute. Let’s Go!
  32. Until midnight tonight, $15 becomes $30
  33. Take Action: A Stronger Illinois Begins with You
  34. Please consider supporting (Org Name) this Giving Tuesday
  35. Invest in Women and Girls
  36. Make a difference on #GivingTuesday
  37. It’s Giving Tuesday! Help your community thrive
  38. Today is #GivingTuesday!
  39. Your contribution will make all the difference.
  40. Guess what day it is?
  41. It’s Giving Tuesday: Support Women Entrepreneurs Today!
  42. Today is #(Org Name)GIVINGTUESDAY
  43. Give local. Give #Indiana.
  44. Steven, It’s Giving Tuesday – #BeAHero, Right Now!
  45. Experience Making a Difference TODAY!
  46. It’s Giving Tuesday at (Org Name)!
  47. Too many indulgences lately?
  48. #GivingTuesday MATCH ends tonight!
  49. Giving Tuesday: A Lemonade Stand In Honor of Her Dad!
  50. Want a Happier Future?
  51. Why do you Support (Org Name) on #GivingTuesday?
  52. Provide Hope on #GivingTuesday
  53. DOUBLE your (Org Name) gift: Hours left!
  54. Today’s the day! Get your #GivingTuesday donation to (Org Name) matched!
  55. Today Is Giving Tuesday!
  56. Give Trees on #GivingTuesday
  57. This #GivingTuesday, Your Gift Will Be Matched. Seek The Renewal Of The Community With Us.
  58. Support what you love on #GivingTuesday – (Org Go to the full article.

    Source:: Business 2 Community

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