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Nonprofits and Email Marketing: Tips for Success

Nonprofit organizations face a lot of challenges when it comes to effective marketing. Expenses, for one thing, tend to be quite high when creating a marketing campaign – and if there’s one thing that nonprofit’s never seems to have quite enough of, it’s disposable cash. That’s why email marketing is such a great option for nonprofits everywhere. Not only is the return on investment insanely high, it’s also pretty easy to get started with an email marketing campaign! That means you don’t need to hire a specialist who will charge an arm and a leg per hour. You can get started with email marketing today, all on your own! Let’s take a look at some tips to help you and your nonprofit gain as much benefit as possible from using an email marketing strategy.

Build a Strategy

I know I said that you can get started with email marketing today, all on your own – and you can! But that doesn’t mean that you should just write whatever you want, whenever you want. A successful email marketing campaign is the result of a dedicated strategy that has been designed to help nonprofits achieve success, whether that means new donors, higher donations from existing donors, or even just raising awareness.

In general, this means that you need to have a plan for a few different stages of your campaign. These include:

  • Gathering email addresses.
  • Understanding your supporters.
  • Sending out emails with a purpose.
  • Creating and sticking to a schedule.

As you can see, you’ll need to take some time to figure out exactly how you intend to attract subscribers. Once you have the subscribers, you’ll need to understand why they subscribed and what you can do to keep them interested. This will help you create targeted emails that are always sent with a specific purpose in mind. Finally, you’ll need to send those emails out according to a reliable and regular schedule that your subscribers can anticipate.

Create Content

Everyone loves receiving things. This is true of your subscribers, and luckily it’s something that can be addressed fairly easily. When you’re creating those emails with purposes explained above, really think about the content that you’re going to include. Why not consider linking to a guide or a video your nonprofit created or sponsored that your subscribers might find interesting? Doing so will help keep your readers interested in your emails while also serving to strengthen your relationship.

Send Follow-Ups

Following up with your subscribers is an incredibly important step to creating a successful email marketing experience for them. The first follow-up you send should be a welcome email. Thank your readers for subscribing and tell them a little bit about your cause and your campaign. Give them an idea about what they can expect to receive from you. Other important follow-ups include those given to people who have donated, downloaded an offer, or signed up to attend an event. These follow-ups can typically be automated using your email marketing service.

Have a Clear Call to Action

I know that I mentioned that every email you send should have a clear purpose. It’s important that you effectively articulate that purpose using call to actions. Call to actions are useful directives that rouse your audience to action and tell them where to go next. They’re incredibly important when it comes to effective email marketing strategy, and that holds especially true for nonprofits. You should have several clear call to actions in every email, and they should all be linked to a relevant blog post, website, or landing page. After all, it doesn’t really help to tell someone they should be helping but not actually giving them information about how to go about doing so.

Segment Your List

Segmenting your email list is always a good idea. That’s very true for nonprofits, where individuals might be on your email list for different reasons. You’ll probably want to have certain emails that are sent out specifically to donors, for example, that won’t apply to new subscribers or those who simply haven’t donated. Likewise, the marketing material you send to new subscribers is probably going to be different what what you send to donors. Taking the time to segment your list can help greatly improve reader engagement with your emails.

Email marketing strategy is a great move for nonprofit organizations. Because the ROI is so high, for example, nonprofits can achieve a lot growth for very little investment. Use the tips above to create an effective email campaign that helps your nonprofit gain new subscribers, new donors, and more awareness than ever.

About Victor Green

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