Email marketing in the nonprofit sector: more results, less work

It is often tempting to dismiss your email marketing strategy as an archaic and useless method. It is sometimes said that charities prefer to focus their efforts on social networks. in order to communicate with a younger audience. Rather than choosing between one communication channel and another. it is advisable to prepare a multi-channel strategy. within which email communications have their place perfectly.

This is why:

According to the 2022 Global Giving Trends Report , 26% of online donations are inspired by an email.
Email marketing is an economical solution , an important factor for an association.
It is relatively easy to communicate with specific supporters, especially with generations that rarely use social media.
An email can be highly personalized and target a particular demographic: donors, volunteers, participants…
And an email campaign can be configured to provide analytical and statistical results to better understand the recipients’ reaction to the message.
How to Start (or Improve) Your Email Marketing Campaigns

If you want to improve the results of your email campaigns, try to get organized. You can consider the following steps:

Compile your own contact list

Resist the temptation to buy a contact country b2b & b2c email list list to save time. You’ll get good results by reaching out to an audience that has already expressed interest in your work. Ready-made cold lists sold online will include people who have no connection or interest in your nonprofit, and all you’ll get is an overloaded database that will eventually have to be cleaned up, and your reputation will be damaged.

Sort it out

Quality is more important than quantity. Reviewing your list regularly to correct misspelled names and remove incorrect or outdated contacts is always a worthwhile exercise. A short but good quality list is better than a long list of irrelevant contacts. This step alone can improve your delivery rate because updated email addresses and data help ensure your emails reach their intended destination.

Simplify the subscription

 

Many CRM platforms focus on simplifying the data capture process through web forms that you can insert into your blog or website. You can also capture or add email addresses through signup forms or requests shared on your social media channels. They also eliminate manual data entry, which can lead to errors, by offering QR codes instead of paper forms during your events.

Also make unsubscribing easier

enabled to always include an unsubscribe link at the bottom of your emails. Not only does this allow you to purge your database by removing unexpected recipients, it is also a legal requirement in many countries that require organizations to obtain express consent from their recipients. By allowing your contacts to unsubscribe, you simplify both the maintenance of your database and compliance with data protection laws.

To learn more about building and maintaining your subscriber list, read our free Email Marketing Best Practices Guide

Let’s get down to business: creating effective campaigns

The desired effect is, of course, to using ai in email marketing platforms grab each recipient’s attention (and nudge them toward action). Being original and persuasive is always helpful, but don’t try to reinvent the wheel. Here are some ideas to personalize to influence your results:

Announce an event

An email campaign is a great way to advertise an event, webinar, or other activity your nonprofit is hosting. These emails can be personalized based on whether the recipient has donated before, attended your events before, or is a new subscriber who has simply expressed interest in your activities.

This type of email should be kept short, and simply highlight important details like the date, time, location of the event, and of course, the link to purchase tickets.

Tell a story

Sharing great moments, experiences or projects is a great way for an association to humanize its cause. Not only do they create a sentimental connection with the public, they also show what a difference donations and the work of volunteers make.

Everyone loves to see a positive transformation: an abandoned animal finding a new home, a new medical treatment saving the lives of sick children, a volunteer delivering ready-made meals to an elderly person… It’s important to include high-impact stories in your campaigns.

Donation requester

Charities rely on donations, at least in part. You can also (and should!) ask for in-kind donations as part of your campaigns. For example, a food distribution organization might run a school holiday drive, while an animal sanctuary might run a call for cleaning supplies, accessories, or pet food. Offer your audience multiple ways to help, including simply sharing your campaigns on social media.

It is important to be precise and specific in your message. Describe exactly how the money from donations will be used within your association. Donors will be more generous if they know what they are funding. also works to ensure that the donation process is smooth, simple and easy to access from an email.

Send a thank you email

Don’t forget to thank your patrons! Whether they’re a new member or a long-time subscriber, it’s important to reach out right away with a personalized email to confirm their membership or subscription. You can also use thank-you emails to consistently welcome those who ask to be added to your list or to thank volunteers for their help during an event.

Electronic newsletters

If you haven’t already created a regular newsletter, now is the time to do so. In a newsletter, you can include the latest news from your association, links to your social networks, a photo gallery, and anything else that you think will highlight your work and goals. Here are some examples of what you can include in a newsletter:

Profiles of your donors or volunteers A great way to put a face to your association and show readers what goes on behind the scenes.
Events Calendar highlighting some of your upcoming events: volunteer appreciation day, fundraisers, etc.

Community impact share your association’s main actions and their. Positive impact on the community. Emphasizing in particular the work of volunteers. And the importance of donations.
Featured articles. Include the title and first few lines. Of the article to encourage readers to read the rest directly on your blog.

Discover how easy it is to create your own email campaigns using over 200 ready-to-customize templates on Act!. Try Act! free for 14 days.

A little reminder about the design of your emails

Representing your brand It’s not just about making a good impression, it’s about giving your charity a personality. With so many charitable initiatives around us, it can be difficult to choose which elements of your work to share. Should you share the most positive stories, or raise awareness of the difficult realities you’re trying to address? It’s important to understand your audience and goals so you can develop a strategic framework that will ensure consistency across all your communications, including your emails and social media posts.
Get to the point Every email has its idea. Is your goal… to attract people to an event?  to hire new employees? activate the subject line and text to communicate this idea, and to include a clear and visible action, with a button or link.

Choose images that are right for your

brand Opt for photos taken during your activities over stock images purchased online. No matter your mission, photos, videos or infographics created by your teams will always be more likely to connect with your audience. And these are the images that will remind your donors, volunteers and employees how much of a difference they make.

Stick to the design guidelines bw lists This may seem obvious. but we can’t stress it enough: one idea per email, short, clear and concise. Text don’t cram in images, ideas or calls-to-action (CTAs) if in doubt, consider using a customizable. Template included in your CRM (like Act!) or in your email marketing software (like MailChimp) This is one way. To ensure that your emails are readable even on a mobile device. This is how you turn an important message into an effective campaign.