Email Marketing for Nonprofits:
Generating Donations and Impact
Email is one of the most powerful tools for nonprofits to reach new audiences. In
fact, TruConversion reports that for every dollar invested in an email marketing
campaign, nonprofits receive a return of $40. This is why it’s so important for
nonprofits to have a well-designed email marketing strategy that drives donations
and engages their supporters.
One way to achieve this is by creating a series of welcome emails that nurtures new
subscribers. This will help donors get a sense of what your nonprofit does and how
they can be involved. It’s also an opportunity to set expectations and encourage
ongoing engagement.
Another effective email strategy is to use stories in your campaigns. Storytelling can
evoke an emotional response from your audience, making them more likely to
donate. This is especially true if the story features a specific individual. For example,
LoveYourBrain uses storytelling in their Giving Tuesday emails to drive home the
impact of their fundraising efforts. This is an effective tactic because it reinforces
that donors’ contributions have a direct impact on the lives of those they serve.
Nonprofits that want to maximize their email marketing strategy should also
segment their lists. This will enable them to send more relevant messages that are
likely to yield a higher ROI. For instance, renewing donors should be sent an email
that encourages them to upgrade their donation or move into a recurring giving
program. Similarly, new donors should be welcomed with a welcome series that
provides a brief introduction to your organization.
Using a powerful email platform that includes robust contact segmentation will also
be beneficial. For example, an email platform like ActiveCampaign has an array of
marketing automation triggers that will enable you to send automated campaigns
based on a variety of factors. This will save you time and money while also enabling
you to deliver more personalized and effective campaigns.
In addition, an email platform that provides a built-in CRM will make it easier for
your team to manage their contacts and communication with them. For example,
many of the top email marketing software platforms include a built-in CRM that
helps you organize and store your donor information in one place.
Aside from email, social media can be another great channel for nonprofits to use to
generate donations. However, it’s important to know that social media users can
become annoyed if nonprofits bombard them with repeated requests to give. To
avoid this, nonprofits should carefully consider their social media strategy to ensure
it is optimized for maximum efficiency and effectiveness.
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