We Are For Good Podcast – Episode 662: Working Session: Make Your Year-End Emails Stand Out with Caroline Griffin

Main Theme / Purpose This episode focuses on practical, actionable strategies for nonprofit professionals to personalize their year-end donor emails. Guest expert Caroline Griffin ("Marketer on a Mission") joins hosts Jon McCoy and Becky Endicott for a deep dive into dynamic email content, segmentation, and avoiding donor fatigue, so that every recipient feels seen—not just another name on an email blast.

Key Discussion Points & Insights

1. The Unique Challenge of Year-End Emailing (00:01–01:32)

• The Dilemma: Year-end is noisy in donor inboxes and a prime time for giving.
• The Opportunity: Personalization and dynamic content can help messages feel 1:1, not mass-produced.
• Caroline’s Background: Recognized for making year-end giving emails stand out, bringing for-profit digital marketing techniques into the nonprofit sector.

2. Dynamic Content: Bringing For-Profit Tactics to Nonprofits (01:33–03:22)

• Current Gap: Most nonprofits don’t leverage dynamic content—even simple merge tags—despite vast potential.
• Defining Dynamic Content: Goes beyond “Hi, [FirstName].” Pulls in donor-specific data (giving history, impact updates).

  "If you were looking at a sweater online, you're going to get an email with a picture of that sweater. ... We aren't really there yet [in nonprofits]."
  —Caroline Griffin, 01:49

3. Personalization Beyond First Name (03:23–05:18)

• Examples of Impactful Fields:
  • Amount given this year
  • Number of months as a monthly donor
  • Specific gift-related milestones
• Reactivation: Gently nudging lapsed donors with reminders of when they last gave.

  "If you can email them and say the last time you sent us a gift was November 2024... that is going to motivate me."
  —Caroline Griffin, 04:54

4. When Data Is Messy: Practical Segmentation (05:19–07:11)

• Validating Data: Always double-check what your CRM will output.
• Alternatives: Use thoughtful copy and simple segmentation if you’re unsure—e.g., “You gave last year” instead of exact dates or amounts.

  "You can use copy and be as specific as possible to fake it a little bit by segmenting."
  —Caroline Griffin, 05:32

5. Making Donors Feel Seen at Scale (07:11–08:00)

• Balance: Segment to make sure you’re not excluding anyone who should feel recognized.
• Small Group Focus: Even if you can't do it for all, doing deeper personalization for “VIPs” (major or monthly donors) matters.

6. The Power of Exclusion: Knowing When Not to Email (08:00–09:02)

• Key Rule: Don’t keep sending appeals to those who already gave.

  "Sometimes what true love looks like is leaving people alone."
  —Caroline Griffin, 08:00

• Better Practice: Exclude recent donors or send them a special thank-you version.

7. How To Operationalize Smart Segmentation (09:02–09:56)

• Practical Setup:
  • Use CRM-email platform integrations to create segments/tags (“2025 Year-End Donor”).
  • Exclude tagged donors from future appeals, automating where possible.

    "...create a segment or a tag or a list in your email tool based on people who have donated to this campaign... that list is excluded from these appeals."
    —Caroline Griffin, 09:13

8. Embodying Gratitude and Planning from the Donor’s POV (10:20–11:11)

• Donor Experience: Put yourself in their shoes. Nobody likes being asked repeatedly after already giving.

  "We would all be aggravated if we're continuing to get asked for money after we already open our hearts and our wallets."
  —Caroline Griffin, 10:32

• Simple Acknowledgements: Even a sentence at the top of your appeal—“Thanks to those who have given...”—shows recognition.

Notable Quotes & Memorable Moments

• On Dynamic Content:
  "Very few people are using [dynamic content] in that way, especially in the nonprofit world."
  —Caroline Griffin, 01:33

• On Data Limitations:
  "If you don't feel good about any of those potential data points... you can use copy and be as specific as possible to fake it a little bit by segmenting."
  —Caroline Griffin, 05:32

• On Exclusion:
  "Every year end I make, I don't know, five to 10 gifts and I don't know that I've ever been excluded from all of the appeal emails... It really hurts my heart."
  —Caroline Griffin, 08:00

• On Donor Experience:
  "Put yourself in their slippers... they're sitting in their rocking chair, waiting to hear from you with their hot cocoa."
  —Caroline Griffin (with Becky Endicott), 10:29

Timestamps for Key Segments

• 00:01 – Introduction & why year-end emails matter
• 01:33 – What is dynamic content? Why it’s still rare in nonprofits
• 03:23 – Ideas for personalization beyond first names
• 04:54 – Nurturing and reactivating lapsed donors
• 05:32 – How to personalize when data is less than perfect
• 07:11 – Small touches: Doing what you can, for whom you can
• 08:00 – Don’t spam your existing donors: exclusion as donor love
• 09:13 – Step-by-step: Setting up segments, tags, and exclusions
• 10:20 – Donor POV: Plan with gratitude and empathy
• 11:24 – Where to reach Caroline Griffin (LinkedIn, Marketer on a Mission)

Concluding Practical Takeaways

• Personalization is now expected, not a “nice-to-have.”
• Use all reliable data at your disposal, but segment thoughtfully if data is patchy.
• Exclude donors who’ve already given—or at minimum, acknowledge and thank them.
• Even small improvements in your email system or process will build trust and make supporters feel seen.
• “If you can't figure out the tech, there's always a workaround.” – Caroline Griffin, 10:32

For more wisdom from Caroline Griffin, connect with her on LinkedIn or visit marketeronamission.com.

This summary encapsulates the spirit, advice, and tone of the episode, offering actionable guidance for anyone looking to upgrade their nonprofit’s year-end email approach.