How Gifs Can Lead to Gifts

Like many millennials, I don’t have a lot of money to give to charity. I give what I can and donate online—especially on #GivingTuesday, the Tuesday after Thanksgiving.

I also give to charity with some of my girlfriends for Christmas instead of doing a gift exchange, and this year we gave to charity: water.

The organization sent the standard thank you email and a postcard a short time later. Nothing unexpected. Follow-up emails appeared in my inbox. Still, nothing unexpected.

Then, 10 days before Mother’s Day, a postcard-style email arrived in my inbox with a gif (see below).

The postcard-style email from charity: water
  • Simple message
  • Highly visual
  • Timely
  • Relatable
  • Image-reliant
  • The gif never stops moving.
  • Images move a half a second too fast.

After viewing this email, I wondered, why don’t more nonprofits do this type of email campaign?

Create Your Own Gif

Creating a gif is simpler than you may think. Any nonprofit can create a gif and send it out in a postcard-style email. Do you run the risk of annoying your donors and receiving unsubscribes? Yes, but that is a possibility when you send every email, targeted or not.

In order to find success, remember the following:

  • Target appropriately.
  • Keep your message simple and visual.
  • Be relevant and timely.

One comment

  1. Vines are the ideal medium for micro messaging. I’m fascinated by people’s fresh approach to using vine. This is a great case, too, Jess.

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