Your nonprofit organization is unique; you have a cause and want to share it with the world! However, email is not often considered one of the most popular communication strategies for sharing the “good news” about you. You still want to convey the mission of your organization, but nonprofits usually have limited resources; further, you don’t want to leave a bad impression by bombarding interested prospects with too much detail about your organization’s purpose.
Nonprofits, like other organizations, have a segmented list of contacts which want to keep abreast of activities and current events. Donors, partners, sponsor, volunteers, and employees are all part of your successful story. Nonprofit email marketing can work with all of these groups and is an important tool that cannot be ignored.
Here are five ways you can use nonprofit email marketing to build your organization, along with ideas for gearing these emails to your different segmented groups:
1. Welcome Email
This is where you will introduce your new subscribers and contacts to the compelling aspects of your cause. The first piece of nonprofit email marketing is simply an informational overview, and not necessarily very “fun.” However, this is your chance to make a great impression, so you should be warm and approachable. Don’t ask for something right away; you want to convey that they are a valued part of your organization.
Give a general overview and your organization’s mission to your supporters, listing ways they can get involved. Your sponsors need something similar, including details of how they can contribute. You can modify the email to your partners by providing information about long-term sponsorship and listing some collaborative opportunities.
2. Fundraising Email
When sending nonprofit email marketing about raising money, it is important to write with enthusiasm and build excitement. Adding bullets and bold fonts support this, along with calls-to-action. Describe and promote only one event, and convey the purpose and value of that particular fundraiser.
Your supporters will want specific details, like ticket prices, and a call-to-action to lead them to a landing page where they can purchase or sign up for them. Sponsors look for information like how they can sponsor, buy table space, or advertise in event media. Provide a detailed schedule of the event and fundraising goals to you partners; this enables them to decide how they can help and what resources would be useful.
3. Internal Newsletters and Updates
Large organizations like to keep their team informed on new projects and volunteer/job opportunities. Include fun facts like “Volunteer of the Month” to keep the content fresh and fun to read. A simple layout, with short content and images; this email type is less about educating them and more about creating communication and engagement within the organization. A newsletter is useful but requires a commitment. A monthly frequency allows you to send them other email types without overwhelming them.
The same version of emails and newsletters should be sent to both volunteers and employees; this creates a sense of camaraderie between them.
4. Thank You Email
We all understand that there is a lot to be thankful for within nonprofit organizations, and many different reasons to say it. When a donation is made, donors and supporters want to feel appreciated, as well as to know how their donation helped. When someone signs up as a volunteer or simply subscribes to your email list, an acknowledgment goes a long way to say “Hey, we appreciate your commitment to our mission!”
This type of nonprofit email marketing is not to be information, but just a token of your appreciation. Your donors will also want to know how their donation will impact the company’s cause. Take this opportunity to thank sponsors for signing up, and provide additional sponsorship opportunities that might interest them. Thank them for committing to help at an event and mentioning other upcoming opportunities where help is needed is usually the best focus for volunteers.
High-Value Donors and Sponsors
Since these larger supporters often make a significant difference to your nonprofit, you want to show your gratitude and continue to build the relationship you have with them. Sending a personalized thank you to the largest donors can go a long way in making an impression on these donors, and encourages them to promote your cause and/or event.
Large supporters should receive information about your fundraising goal and a call-to-action for donating; you can also provide incentives and exclusive opportunities to contribute. Tell sponsors about the most valuable opportunities to be involved, including promotional displays and opportunities for food and beverage sponsorship.
Start Using These Five Types of Nonprofit Email Marketing
So go ahead, let nonprofit email marketing help to make your organization shine! These tools will prevent you from losing control and overwhelming your contacts with unnecessary email, and focus your efforts in the segments you already have. Let these email types help develop more effective email marketing to touch contacts with personalized emails that build their trust and support of your organization’s cause.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.