I was the first to write about surveying on a regular basis, and for good reason. Or reasons. As in many. How do I love surveying? Let me count the ways…
This tactic is a truly useful platform that provides a channel of communication between you and your supporters. By encouraging feedback, surveying allows you to listen, and to find ways to do better. It sounds simple on the surface, but I’ve seen many surveys fall flat. Why? Because it’s an art and a science and requires a certain amount of precision and planning in terms of setting the stage, laying the questions out on the table, wording them properly, and sticking to brevity. Yes, brevity is your friend!
This survey, from Sandy Hook Promise, is a prime example of surveying done right. What I want to point to in particular is the “setting the stage” aspect of the survey equation.
This email conveys warmth and genuine caring toward SHP’s supporters through explaining, and I paraphrase…
You’re important to us, so we care about what you have to say.
You’re the heart of our community.
The giveaway for the prize gift set adds a special something extra, the closing is fabulous, and the PS is a smart move in that it’s encouraging, yet not pushy.
Overall, this email is a terrific stage-setter and provides SHP with a new channel of communication through which they listen to their donors and tap into their motivations. First and foremost, remember this: surveying, along with email, direct mail, and social media avenues, is a channel of communication between you and your donors. Your organization should be figuring out how to utilize all channels of communication effectively. Click the image below to download this package.
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I can’t wait to meet with you personally.
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