Email marketing has become a powerful tool for nonprofit organizations, particularly since the pandemic halted many traditional outreach and fundraising tactics. While it may appear to be an outmoded channel in comparison to social media, email has over 4.25 billion users worldwide, with 96% checking their inboxes daily. In this context, it's easy to see why nonprofit professionals are relying on email marketing to increase engagement and donations.
The problem is that every company and organization sees this as an opportunity, and it's all too easy for your message to get lost in a sea of advertisements. To not only stay afloat, but also to truly inspire your supporters, you need a well-crafted email campaign that captures their attention and inspires them.
Let's look at how your team can maximize your email list and deliver the right messages at the right times.
1. The Initial Email
The welcome email welcomes a new subscriber or donor to your nonprofit organization and establishes the tone for subsequent communications. While you may believe that email recipients are already familiar with your organisation and its cause(s), this is not always the case.
You should start with the fundamentals, such as:
- What your company does.
- The mission and values it represents.
- Significant accomplishments have recently been made.
- How it spends donations.
- How supporters can get involved more.
- This welcome email from Save the Children is a great example, covering all the important details concisely. new book to read
2. Please thank a donor or new subscriber.
Thank-you emails are an excellent way to strengthen an existing or new relationship with your supporters. Whether they responded to a donation request or volunteered their time to assist you, expressing your heartfelt appreciation isn't just good manners; it's the right thing to do. A simple "thank you" in your welcome email is fine, but you should send a separate thank-you message whenever someone donates or offers assistance.
3. Season's Greetings and Gifts
Connecting with your audience during the holidays can be a great way to relate on a personal level while also engaging donors during the "giving season." However, because people are happier and more generous this time of year, the competition heats up.
You'll need a strategy to create an effective seasonal fundraising email. Send holiday emails the week after Thanksgiving through the second week of December, as a general rule. This way, your email will not be sitting in an inbox while your target audience travels or spends time with family. You can also keep the holiday general to avoid alienating different demographics.
4. Spread the word about Giving Tuesday
While not an official holiday, Giving Tuesday has grown into a popular movement aimed at increasing generosity and donations on the Tuesday following Thanksgiving. Still, it's critical not to come across as too pushy. Your email should be brief and to the point, explaining what Giving Tuesday is and how readers can participate. As always, share your milestone progress and any goals you have for this year.
5. Keep Your Readers Informed
The tried-and-true nonprofit newsletter format is ideal for keeping your readers up to date on the latest developments in your organisation. You should include newsworthy stories that drive further engagement in addition to celebrating milestones and sharing progress on organisational projects.
6. Inspire Others by Sharing Your Success Story
As social awareness grows, many donors become disillusioned with opaque charities that accept donations but do not publish results. Storytelling emails bridge the gap between your audience and the tangible effects of their contributions. By appealing to your readers' emotions with a compelling success story, you can motivate them to help others through donations or volunteering. To maximise this impact, tell a personal story about how your organisation has aided a community or even a single person.
7. Add Interesting Statistics to Your Stories
Statistics and storytelling go hand in hand. It is critical to use real data to support your story, but make your statistics stand out on the page. You've probably received an email asking you to share a report or publication online as someone who creates and manages content for your organization's website. It's tempting to just offer it as a download or embed it on a page somewhere and check it off your list. However, there are numerous opportunities to liberate data and statistics from their PDF prisons and transform them into meaningful information bites for your Emails.
8. Surveys, Questionnaires, and Feedback
Feedback and survey emails are a simple way to collect data from your audience, either by asking for a simple response or by directing readers to an online form on your website. Conduct surveys among stakeholders - volunteers, donors, staff, and other supporters - to collect thoughts and feedback in order to make accurate and timely decisions.
9. Donations Can Be Increased With a Fundraising Email
Fundraising emails, also known as donation appeals, are intended to persuade potential donors to donate. While providing details on the goals you've met and those you're working toward can be an effective way to gain support, your message doesn't have to be written in an essay to be effective. Remember that your appeal email is, at its core, an appeal. Any additional information should be used to support that purpose. You can even include information about what specific donation amounts will fund in your email.