Email is one of the most effective marketing platforms, and it can be equally as powerful for nonprofits as for conventional businesses. The wide variety of email marketing tools make it easy to automate your email marketing processes, significantly reducing the time spent on tedious marketing tasks and allowing you to allocate resources to more high-impact projects.
With an effective nonprofit email marketing approach and integration with other marketing platforms, your nonprofit will be able to increase donations by reaching out to new donors and increasing the loyalty of existing ones. Continue reading for valuable tips on how to leverage the power of email marketing for your nonprofit.
Advertise Your Mailing List
People currently engaging with your nonprofit are great potential leads to convert into future donors, so it’s important to make it simple for them to subscribe to your communications. Add a link to your sign-up page for easy access anywhere you have a web presence, including social media accounts and throughout your own website.
You can also look for new subscribers at events using any of these popular sign-up form applications. These tools make it easy to bring new audience members into your network, keeping them updated with your latest developments and hopefully converting them into donors.
We’re all familiar with the struggles of a cluttered inbox, and your subscribers likely see just as many generic emails as you do. Sending out emails that your audience isn’t interested in will likely lead many of them to unsubscribe, or ignore the email altogether, so it’s better to personalize the emails they receive whenever possible.
If you’re organizing an upcoming event for your nonprofit, for example, you may consider prioritizing previous event attendees when determining a promotional strategy. Many businesses and nonprofits also offer subscribers the option to choose the types of emails they want to receive and opt out of the others.
Analyze and Adapt
No matter how effective your existing email marketing approach is, there’s no reason it can’t continue to get better. The best email marketers are those that are never completely satisfied with their current results and are always doing everything possible to improve.
Fortunately, many contemporary email marketing services offer robust analytic tools to measure performance and make informed decisions about future promotions. A low open rate, for example, often indicates that subscribers aren’t interested in the content, or that your subject line isn’t grabbing their attention. A/B testing your emails against each other will ensure that you avoid making the same mistake more than once.
Related: How to Write Better Headlines
Email marketing is a great tool for businesses and nonprofits alike, but its unique outreach ability makes it extremely powerful for encouraging donations. These tips will help you streamline your email marketing practices and send out content that keeps your audience engaged with and interested in your nonprofit.
If you want to go more in-depth on this subject, check out this great email marketing guide by BuildApreneur.com or this SendinBlue Review by Sprout24.
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course. Find her on Twitter.