Nonprofit organizations usually have tons of work tied to promoting their organizations, fundraising, and thanking for donations, so they barely can manage it all. This means that nonprofit organizations need to find new means of communication with their donors and prospects.
How Do Nonprofits Benefit from Email Marketing?
First of all, email marketing is completely affordable, so the tight budget of nonprofit organizations won’t be harmed. Moreover, email is a highly profitable channel, therefore you will get a high return.
Furthermore, you can reach a lot of audiences via email marketing and create personalized messages to your prospects. This is probably the most personal way of communication with your supporters which will be appreciated by them. Also, you have options for the segmentation of your audience, so you do not have to worry about writing tons of different emails.
In addition to that, email can truly grasp the attention of people who are interested in your calls to action. If you provide your supporters with direct access to donations in your email, they will easily find the site where they can donate money and increase their conversion rate.
How to Improve Your Email Marketing Strategies?
If you want to get started with email marketing or improve your strategies, there are a couple of things you should keep in mind.
Facilitate the signing-up process
Subscribing to your nonprofit’s newsletter should not take more than a few seconds and it needs to be easy to find. You do not want your prospects and supporters to waste time searching for it or even decide not to subscribe.
Build and segment your contact list
Nonprofit organizations have tons of paperwork and contacts, so the organization should be a number one priority. You need to segment your prospects into different categories such as current donors, non-donors, and potential donors. Moreover, keep track of all important info on the latest donations, charity events, and donors.
Create unique and personalized messages
Once you have segmented your contacts into different categories, you can create a special message for each category of donors and prospects. This way, it will seem as if you created a message specifically for them and rescue you from the time-consuming process of writing hundreds of emails.
Define your goals clearly
In every email you send, you need to highlight its purpose. Always enhance the current goals of your nonprofit organization and make a call to action. This way, the recipients will immediately see the issue and gladly participate in solving it.
Optimize emails for the mobile version
More or less, today everyone uses mobile phones for reading emails, and so will your supporters. This is why you need to make sure that the content you are sending is optimized for the mobile version. If the content is not displayed properly on their mobile phones, your organization will seem unprofessional, and it might cost you a few potential donations.
Analyze your work
Do not forget to keep track of your success in email marketing. Numerous tools out there can help you in collecting data and analyze your marketing campaigns. Different metrics such as click-through rates, open rates, and conversions will show you the efficiency of the campaigns and the possible changes you might need.
Every nonprofit organization that wants to reach more people and gain more donations should include email marketing. Just follow these guidelines and always check on your work and the success of your email marketing campaigns.