How Nonprofits can Start an Email Marketing Campaign

It is essential for nonprofits to easily connect with your key sponsors, volunteers, and donors. However, non-profits commonly have zero to limited budgets in order to support their cause. This is where email marketing could come in handy.

Photo courtesy of Bongkarn Thanyakij via Pexels. Creative Commons.

In fact, progressive-thinking non-profit organizations have seen incredible success with email marketing. That’s because it provides them an accessible and cost-effective channel to engage with their key sponsors, volunteers, and donors.

That said, we have listed down four nonprofit email marketing tactics that are proven to work:

Build a Subscription List

Of course, the first step to a successful email marketing campaign is being able to collect emails. This includes collecting emails from your sponsors, donors, and volunteers.

In order to collect emails, you can opt to use a website popup and share a link on your social media channels, which will redirect people to a landing page wherein they can leave their email. What’s important is that you implement landing page best practices in order to effectively collect email addresses.

PRO TIP: Encourage your website visitors and social media followers to subscribe to your email list, as they can be potential donors or volunteers. You can also collect the emails of people who joined your fundraising event.

Send the Best Email

Just like in web design, it is important to craft an email newsletter that is easy to read and comprehend. Not to mention that it should be optimized for mobile.

In case you do not know, around 42% of email opens happened on mobile during the first quarter of 2019.

Regardless, here are some ways you can create the best email for your subscribers:

Write an Enticing Subject Line

Your subject line should describe what your readers should expect from your email. It should also be compelling so that it will be able to catch your recipient’s attention and encourage them to click open.

Make Your Email Body Comprehensive

When sending an email to your subscribers, it is important that they can read it with ease ‒ even while on the go.

For one, your subscribers (such as your key sponsors) are busy people. Second, and as mentioned earlier, around 42% of people open their email on mobile devices.

That said, considering sending a brief and concise email. It would also help if you break down your email using sub-headers and bullets. That way, it will be easy for your recipients to browse through your email.

And most importantly, do not bother your subscribers by sending multiple emails. It would be best to have a regular schedule on when you should send out your cause-driven newsletter.

Use Proper Call-to-Action

Of course, the reason you are sending an email is to engage your key sponsors, donors, and volunteers, as well as to spark social change. However, they will never know what you want them to do without a proper call-to-action (CTA).

For example, if you are looking for more donors, you need a CTA that will either encourage them to make a donation or share it with the family and friends who might be willing to give.

Personalize Your Emails

Here’s the thing: Your key sponsors would want a different update compared to your donors and volunteers. Hence, it is important to personalize your emails.

However, personalization is more than just using your recipient’s first name. It also has to do with sending a specific message depending on how they interact with your non-profit organization.

For example, you run a non-profit organization that aims to provide education to children who live in poverty-stricken communities. For that matter, your key sponsors would want to receive news of how their benefactors are doing. This includes sending a copy of the children’s school report card.

As for your donors, they would want to know how much your organization was able to raise, and where do you intend to allocate those funds.

Keep in mind that email segmentation is integral in order for your nonprofit email marketing strategy to be effective.

Measure Your Campaign’s Performance

When running an email marketing campaign, it is important that you also measure its performance. Some of the metrics that you should measure are:

  • Email open rates
  • Click-through rates
  • Conversions

Measuring your campaign’s performance allows you to monitor whether email marketing is really helping you achieve your non-profit organization’s cause and make a social impact.

Photo courtesy of Bongkarn Thanyakij via Pexels. Creative Commons.

It’s Time to Set Up Your Email Marketing Campaign

By following the steps listed above, your non-profit organization will be ready to run an effective email marketing campaign. And when that happens, you will be able to send the right message to the right people at the right time.

Doing so can lead to achieving your ROI, such as raising funds that can help support your organization’s cause. Basically, email marketing for nonprofits allows your organization to achieve its goals on time.

If you are not tech-savvy to set up an effective email marketing campaign, ASSIST Creative Lab provides email marketing services to non-profit organizations that can help optimize the online footprint of your social programs.