What’s In My Inbox | UltraViolet communicates understanding, empathy, and opportunity

May 14, 2020


Digital fundraising is growing by leaps and bounds lately. Does that mean that you should abandon your other channels? No, but using email to the best of your advantage will benefit you, especially right now. The world is a chaotic place, but people remain connected to the internet, and connected to their email, as a way to stay connected to the world.

UltraViolet is a growing community of passionate people mobilized to fight sexism and ensure that women are represented in the world, in spaces from politics and government to media and pop culture. When this email from their organization hit my inbox, I was only a few paragraphs in before I found myself clicking my way to a donation.

That’s because this email does a lot right. For one thing, the message displays a clear understanding of these trying times, how people are affected, and why some folks may not be able to give right now. Note too that this is a simple text email. We often give far more attention to email design than it warrants: study after study shows that simple text outperforms. It also manages to convey a sense of urgency and make clear why giving now is so important. And that’s why I felt compelled to give.

I also felt compelled to give because UltraViolet made me feel like a true part of their community. I’ve joined them in their fight against so much of what is wrong with our country now.

This email has come at a time when making gifts feels extra impactful for me, and for other donors who give to nonprofits they care about, too. Things are not normal right now. They are chaotic, uncertain, and stressful. The opportunity to make a gift, to do good work through nonprofits who care about positive change, can be a source of light.

Check out the email in full below.

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