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Email Marketing for Nonprofits: An Essential Guide

Creating a great email marketing campaign for NGOs is not as difficult as it seems, but if you’re not seeing the responses, conversions, or donations you’re hoping for, just know you’re not the only one.

How does email marketing help nonprofits?

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Nonprofits benefit from email marketing because it gives them constant access to their audience. Sending out a call to action via email is one of the most efficient ways to raise funds. When given a quick and simple means to donate, people are more likely to do so. Your readers will be inspired to donate if you include a clickable call to action in your emails.

Types of emails nonprofits should send

Welcome email

One of the best emails you can send is a welcome email. Welcome emails have an open rate of 86%, making them almost a sure bet. Include all of the relevant details about your campaign in this email, such as what you do, your shared beliefs, what your mission is, and how you plan on executing it.

Campaign update

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Every time a change is made to a campaign, donators should automatically receive an update. For instance, if a new goal is reached within the organization, notify the people who helped make that dream come true.

Fundraising email

Use this kind of email to ask your audience to support a certain campaign, initiative, or event. Fundraising emails should have a clear call to action that’s short and informative.

Thank you email

Sending your donors thank-you emails after a donation is a nice way to express your appreciation. You can also include campaign updates in thank-you emails. Donors enjoy learning about the impact they had.

Tips for crafting the perfect email

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It’s not all about you

Businesses generally, but nonprofits especially often make the assumption that they know what their audience wants to hear. Because of your unique mission and the passion you have, charity organizations are especially vulnerable to falling into this trap. Your goal is unquestionably the main point.

However, if that’s all you talk about in the email, potential donors will start to tune you out.

Keep the design simple

It may be tempting to overdesign your emails, but doing so increases the likelihood they will be unclear or resemble ads. People respond to other people, not advertisements. Avoid adding unnecessary gifs, images, videos, etc. Instead, keep it straightforward and make the subscribers feel like they’re talking to a person, not a robot.

Know when to ask for a donation

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Ask for donations later rather than sooner. Introduce yourself to your readers first, and always explain why you are requesting money before doing so. Instead of opening with a donation request make sure your subscribers know who you are, and what their donations will help to accomplish.

Don’t blend in

Email marketing is very intentional. Your subscriber list consists of people who have chosen to communicate with you. They want to establish a more profound connection. By incorporating valuable content into your nonprofit email marketing, you can build a more personal connection.

It will be a no-brainer for them to donate when you send a fundraising email if you consistently include relationship-building content and other information they can share with their friends and family.

Make it personal from the get-go

You should always include a personalized welcome in your emails. Starting an email with, “Hi Jane,” as opposed to opening with something like ” Hello donor”, or “ Hello friends” will increase conversions.

Wrapping up

Email marketing for nonprofits is difficult for a variety of reasons. As a nonprofit, your primary goal is to encourage people to donate money in exchange for nothing. Emails are a fantastic way to increase donations and build a base of devoted donors.