Miranda Roberts
Conversation Date: August 28th, 2024 12pm CST
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Introduction
Email marketing can be a game-changer for nonprofits. It’s not just about sending out messages and hoping for donations; it’s about adopting a strategic approach that can revolutionize your outreach and fundraising. Even if email marketing hasn’t been part of your strategy before, this guide offers key insights into harnessing its full potential. Recently on The Million Dollar Nonprofit podcast, I had the pleasure of discussing this with John Walsh, founder of Nonprofit Campaign Lab and a digital engagement specialist who’s helped raise over $20 million for nonprofits.
Why Email Marketing Matters
According to John, email should be as essential to your nonprofit’s strategy as direct mail. While many nonprofits may lean heavily on social media, email offers an unrivaled level of engagement and potential for personalization. With a reported 40:1 return on investment (ROI) in the for-profit sector, email can bring in substantial funding, depending on how effectively it’s utilized.
The Power of Multi-Channel Communication
Email marketing works seamlessly with other communication strategies like direct mail. Many donors appreciate multi-channel outreach, meaning even those who donate primarily through traditional mail may still engage with emails. The timeliness of email is particularly powerful, as it allows for rapid responses to current events and urgent needs, which may not be possible with the slower pace of direct mail.
Creating Effective Fundraising Emails
One of the standout benefits of email marketing is the ability to convey urgency quickly. Whether it’s responding to a natural disaster, launching a new campaign, or sharing news about your nonprofit’s work, email allows you to connect with your audience immediately. But what makes a fundraising email successful? Here are a few tips:
1. Leverage Urgency and Timeliness
Capitalize on current events and the sense of urgency surrounding them to encourage donations.
2. Mix Visuals with Text
Use visuals to tell your story, but don't overdo it; keep the messaging clear and concise.
3. Track and Optimize KPIs
With real-time analytics on open rates, clicks, and conversions, you can quickly see what works and make improvements.
Choosing the Right Email Marketing Tools
There are numerous tools available for nonprofits. For smaller organizations, MailChimp and Constant Contact are popular options, though John suggests also exploring your CRM to see if it includes an email marketing feature. Many CRMs like Blackbaud, Virtuous, or Raiser’s Edge have built-in email marketing platforms, which can be cost-effective and save time on integrating separate systems.
Common Pitfalls in Email Marketing
One of the most common mistakes nonprofits make is not sending enough emails. John points out that nonprofits often worry about over-communicating, sending only one email per month. However, if your emails provide value and your audience enjoys hearing from you, you can confidently increase the frequency. Another mistake is focusing only on donation asks. By diversifying the content—whether by sharing impact stories, donor highlights, or updates on programs—your emails will stay engaging and fresh.
Types of Content That Drive Engagement
To keep your email list engaged, John suggests a variety of content types:
- Stories and Testimonials: Highlight how donor contributions are making a difference.
- Updates and Progress Reports: Keep your audience informed about ongoing campaigns or upcoming events.
- Thank-You Emails: Express gratitude without an ask to strengthen relationships.
- Newsletters: Offer a curated blend of content, from recent news to upcoming events.
A good rule of thumb is to maintain a balance between asks and nurturing content—about a 3:1 ratio of updates or stories to direct asks.
Tips for Improving Open Rates and Engagement
Open rates are influenced by three key factors:
- From Name: Consistency is crucial. Use the name of your organization or a recognizable leader within it.
- Subject Line: Make it interesting. Avoid generic phrases like “Update #1.” Use questions, quotes, or compelling statements that are relevant to the email content.
- Preview Text: The preview text is often overlooked but can significantly impact open rates. Avoid restating the subject line and use it to give a little more context or a teaser for the content.
John suggests writing your email content first, then crafting the subject line and preview text based on the most compelling parts of your message.
Plain Text vs. Designed Emails
When it comes to the appearance of your emails, sometimes simpler is better. John emphasizes that plain-text emails often outperform heavily designed HTML emails, as they feel more personal and less like a marketing push. However, designed emails can be effective in specific contexts, like newsletters or event invitations. The key takeaway is to keep it simple and avoid overwhelming your readers with too many images or distractions.
Call-to-Action Strategies
The call to action (CTA) in your emails is pivotal. While “Give Now” or “Donate Now” are standard, more specific CTAs like “Give to Feed Hungry Children” perform better because they are more tangible and speak directly to your mission. Test different wording to see what resonates best with your audience.
Metrics That Matter
Your conversion rate is the most important metric to track. While open and click rates are useful, the ultimate goal of your email is to drive action, whether that’s a donation, event signup, or volunteer commitment. Keep your emails goal-oriented and always include a clear CTA.
Growing Your Email List
To build and grow your email list, provide value. Offer content or resources that your audience will find beneficial, like eBooks, guides, or event invitations. Make sure to ask for email addresses wherever you connect with people—at events, through direct mail, on social media, and on your website.
Conclusion: The Power of Email Marketing for Nonprofits
Email marketing can be a low-hanging fruit for nonprofits looking to boost engagement and increase donations. Whether you’re just starting out or looking to refine your strategy, focusing on delivering value, building relationships, and tracking meaningful metrics will help you make the most out of your email campaigns.
If you’re feeling overwhelmed or unsure where to start, connecting with experts like John Walsh can be a great step. You can find him on LinkedIn or through his website, Nonprofit Campaign Lab, where he shares his tips and strategies for nonprofit email marketing.
By adding email marketing to your toolkit and approaching it with intention and strategy, you can significantly amplify your nonprofit’s fundraising efforts and move closer to becoming the million-dollar nonprofit you aspire to be.
Frequently
Asked Questions
Email marketing provides a direct and personalized way to communicate with donors, volunteers, and supporters. It’s an integral part of your overall communication strategy, offering a high return on investment and the opportunity to quickly respond to events or needs with timely messaging.
More frequently than you might think! Aim to send consistent and varied content—think weekly or bi-weekly. The key is to provide value and keep your emails engaging, so your audience looks forward to reading them.
Mix it up! Share stories and testimonials, project updates, event invitations, and thank-you messages. Keep your audience informed and inspired, and sprinkle in donation asks periodically for a balanced approach.
Popular options like MailChimp and Constant Contact are great for their ease of use and affordability. If you already use a CRM, check if it has built-in email marketing features to streamline your process and reduce costs.
Focus on three key elements: the From Name (consistency matters), the Subject Line (make it intriguing), and the Preview Text (a quick teaser to draw in the reader). Testing these elements and seeing what resonates with your audience can improve open rates.
Plain text emails often perform better as they feel more personal and authentic. However, there are times when designed HTML emails can work well, like for newsletters or event announcements. The key is to keep them simple and relevant to your audience.
The conversion rate is the most critical metric, as it shows the percentage of recipients who took the desired action (like donating or signing up for an event). While open and click rates are useful for understanding engagement, conversion rates reflect the true impact of your email efforts.
Provide value and make it easy for supporters to sign up. Offer resources like eBooks, guides, or invitations to events that encourage people to provide their email addresses. Also, ensure you’re asking for emails in all interactions—whether it’s at events, on your website, or via social media.