Email Marketing for Non-profits: Practical Tips and Inspiring Examples to Get You Started

This article is a content material collaboration between advertising specialists at GetResponse – an electronic mail advertising platform and nonprofit group tech consultants at TechSoup – a nonprofit tech market.

The purpose of this text is to assist nonprofit organizations begin utilizing electronic mail advertising to its fullest potential. Email advertising campaigns can help all key targets of a nonprofit: from spreading consciousness, constructing relationships with subscribers to turning supporters into donors. Email will also be an amazing channel for donor administration.

Here are some common nonprofit electronic mail advertising statistics from our Email Marketing Benchmarks report:

open price – 30.85%click-through price – three.60%click-to-open price – 11.67%unsubscribe price – zero.10%

Table Of Contents

Why is electronic mail important for non-profit organizations? 

Most of us have an electronic mail deal with 

Email is simply the most well-liked channel of communication worldwide. It grew to become common as a result of it’s low-cost and accessible – virtually everybody who makes use of the Internet has an electronic mail account and sends emails. Whether you reside in Asia, Europe, Africa, or America – you need to use electronic mail to speak electronically.

People favor electronic mail when speaking to manufacturers 

According to a number of research, electronic mail stays the popular channel for communication with manufacturers. In my opinion, it is especially because of the nature of the inbox. 

2018 Adobe annual client electronic mail survey displaying that customers favor to obtain emails from manufacturers

As a person, you may have large management over the contents of your inbox (not like a social media feed). First of all, you could actively join a specific e-newsletter if you wish to obtain communication from a corporation. And everytime you change your thoughts, you possibly can simply unsubscribe with a single click on. 

This method you possibly can curate the contents of your inbox and switch it into a spot for helpful content material. Your place for personalised communication with individuals, companies, and organizations you need to be in contact with. 

Email is fairly priced

You pay for the variety of electronic mail addresses in your contact checklist and options accessible in your plan. The variety of emails you ship doesn't impression the fee. This method you possibly can concentrate on constructing your checklist with people who find themselves prone to turn into common donors and run a number of campaigns to attain that purpose. 

You can examine the value and instruments accessible in particular person plans on this GetResponse pricing web page.

Additionally, as a non-profit you might be eligible for a 50% or 30% low cost on electronic mail advertising providers: https://www.techsoup.org/getresponse

Email offers excessive return on funding

According to a latest research by Litmus the common electronic mail ROI is 42:1. This implies that for each greenback you make investments in electronic mail advertising you possibly can count on 42 in return. And if you happen to repeatedly run A/B checks in your emails, you possibly can generate an ROI of 48:1. 

That means you received’t have to fret concerning the worth of the e-mail advertising software program. Instead you’ll have the ability to calculate the return on funding from the instruments included in your plan, e.g. webinars, touchdown pages, automated emails.

What are the important thing advantages of electronic mail for non-profits?

There are numerous advantages of utilizing electronic mail advertising for non-profits. You can use it to attain or help your key group targets, which often boil right down to the next:

You attain a brand new viewers along with your message: use a mixture of list-building methods to place your message in entrance of potential donors and invite them to affix your mailing checklist. You keep in contact along with your goal audiences: gather key details about the individuals in your checklist and create segments. Then you possibly can ship personalised communication to your supporters, volunteers, and donors. You can hold them engaged by sharing data every group considers most helpful. Invite individuals that will help you attain targets: share your targets and present the way you’re working in direction of them. Send messages explaining what tasks you run to make a distinction and the way one can be a part of you .

Most essential electronic mail advertising instruments for non-profits

The key electronic mail advertising instruments that assist nonprofits plan and implement their electronic mail advertising technique are:

Email advertising software program. Professional electronic mail advertising platforms empower your advertising crew to construct relationships with supporters and develop donor base. Marketers can create nice trying emails with intuitive drag and drop editor. Collect helpful details about subscribers and create contact segments utilizing tags and customized fields. For instance, by dividing contact checklist into separate electronic mail segments like subscribers, supporters, one-off donors, common donors, you possibly can flip your electronic mail advertising device right into a donor administration platform. Email advertising platforms additionally present excessive supply price and be sure that your campaigns keep away from the spam folder.

Subscription types. A subscription kind is a kind situated on an internet site or weblog the place the customers can fill within the fields with their information to obtain emails on matters associated to your nonprofit. The main purpose of the subscription kind is opting-in supporters to your mailing checklist.

Landing pages. Landing web page is an easy web site with a transparent call-to-action. You can use drag and drop editor to create efficient fundraising touchdown pages. Give individuals a purpose to donate by demonstrating the impression of their contributions.

You can even use touchdown pages to share tales of actual individuals impacted by your tasks with completely different audiences. Add subscription types to those pages and develop your potential donor base. Always current the advantages of signing up on your e-newsletter, e.g. that you just’ll inform donors how their cash is spent and what impression it has on the trigger.

Webinars. Webinars are undoubtedly among the many handiest electronic mail advertising instruments. You can use webinars to get new electronic mail subscribers by discussing attention-grabbing matters or donors by working dwell fundraising occasions. Webinars ought to be part of your electronic mail technique: as soon as potential donors register on your webinar, you possibly can ship them electronic mail sequences earlier than and after the occasion.

A useful function you need to take into account are on-demand webinars. You can document dwell occasions and switch them into pre-recorded occasions individuals can watch at their comfort.

Community Events and Webinars - screenshot of a landing page.A web page devoted to neighborhood occasions and webinars on the TechSoup Global web site

Paid Ads. Facebook Ads and Google Ads can significantly help electronic mail advertising for nonprofits. You can allocate finances to get in entrance of latest audiences, construct your electronic mail checklist, and discover new donors. Also, if you happen to join your Facebook Pixel with electronic mail advertising software program, you possibly can run retargeting adverts to carry subscribers again to your web page.

How to begin with electronic mail advertising in a non-profit?

Great electronic mail outcomes begin with nice planning. Write down your targets and develop a nonprofit electronic mail advertising technique that can use emails to ship the suitable data to the suitable individuals on the proper time and what’s much more essential – you could be certain that your viewers is aware of what to do with the knowledge they obtain.

This is why you could plan your technique. Here’s a brief checklist of some actions to contemplate.

Plan your electronic mail advertising for motion

Decide on key actions: electronic mail shouldn't be solely about offering your contacts with data. For fairly a while now it lets you get to know the individuals in your checklist. You can design two-way communication and ask your contacts for his or her data wants and preferences. When you understand what your viewers is about, you possibly can create content material they’ll have interaction with.   

List constructing: inform your goal viewers about the advantages of becoming a member of your electronic mail checklist. Again, concentrate on motion: will they have the ability to assessment outcomes of accomplished tasks, share their opinion on key matters, donate cash, or help your trigger another way? Make positive individuals know why they ought to subscribe.

Awareness: share your mission, targets, and tasks with goal viewers. Make positive everyone is aware of what your group is about and be a part of the trigger.

Project experiences: lead by instance. If you name for motion, present that you’re all about motion your self. Share undertaking statuses and supply a abstract with key data as soon as they’re accomplished. Being clear about your tasks offers context for excellent content material concepts and helps your group acquire credibility.  

Donations: invite contacts to help your non-profit financially. You can A/B check campaigns for one-off and recurring donations and shortly uncover the simplest messaging and incentives.

Audience segmentation: gather details about your contacts and group them primarily based on their pursuits (e.g., favourite tasks, occasions, content material), electronic mail engagement and their place within the funnel (contact, one-time donor, common donor, and so on.)

Proper contact checklist segmentation has a big impact on all efficiency metrics of your electronic mail advertising. Emails tailor-made to particular person contact segments have a number of instances greater open and click-through charges in comparison with electronic mail blasts ship to everybody on the checklist. 

Strong factors of your content material: Make positive that your content material bridges the hole between your organizational targets and your viewers data wants. Figure out what data do individuals want with the intention to actively help your group. Create tips on your content material in an effort to preserve high quality over time. 

GDPR Compliance: GDPR (General Data Protection Regulation) is Europe’s present privateness legislation. Adopted in April 2016, it replaces the 1995 Data Protection Directive – and marks the largest change in information safety in 20 years. 

You must adjust to the GDPR when: 

your group relies within the European Union (EU), you course of the non-public information of people within the EU. 

If you employ GetResponse, your group can relaxation simple understanding that your – and your contact’s – information is protected, safe and actively protected. 

For extra data relating to the GDPR compliance, learn the GetResponse Earns Official Declaration of GDPR Compliance weblog.

Email advertising greatest practices for non-profits

Below you’ll discover tried and examined methods to make use of emails and electronic mail collection to show contacts (your electronic mail readers) into common donors. These concepts will enable you to kick off a very powerful facets of electronic mail advertising. Once you begin you possibly can benchmark electronic mail outcomes in opposition to your earlier expertise and get higher and higher with each the instruments and messages.

Create e-newsletter templates 

A well-designed e-newsletter template is extraordinarily essential in the case of electronic mail advertising success and right here’s a case research with TechSoup Polska that proves it: 1200% improve of orders worth from a e-newsletter over a yr.  

There are many facets to take into consideration when designing electronic mail templates. If you might be occupied with designing your first electronic mail, it’s a good suggestion to make use of one of many pre-designed templates and customise it to your wants. 

Screenshot of predesigned email templates in GetResponse.Predesigned electronic mail templates in GetResponse.

Take a have a look at the foundations that TechSoup Polska follows whereas creating their newsletters: 

Structure. We divide our content material into sections to facilitate data comprehension. 

Consistency. We at all times use model colours and make the most of comparable graphic components. 

Clarity. We attempt to maintain our newsletters clear and never overloaded with content material. 

Adjusting messages to the goal group. We direct particular content material to chose recipient teams (e.g. we inform customers of Google for Nonprofits about Google Ad Grants coaching). 

Image of newsletter templates used by TechSoup Polska.Newsletter templates used by TechSoup Polska

Here are a number of items of recommendation from Liza Nema, Project Coordinator at TechSoup Polska, on  put together an expert e-newsletter template:

Think about what sort of content material you’ll be sending to your recipients. Choose a template. Customize the template in accordance with your wants – use electronic mail editor to alter the colours to be according to your model, add logos and different graphic components. Add a call-to-action in order that your recipients can carry out the specified motion: donate cash, join an occasion, and so on. Before you ship your e-newsletter, examine its preview for desktop and cell units. Make positive your campaigns each look and work nice.Analyze statistics and modify your content material primarily based on that information. Check your greatest performing campaigns and select a benchmark electronic mail for additional campaigns.Don’t be afraid to experiment. It’s good to refresh your templates once in a while and bear in mind about sustaining your basic model graphic components.

If you’re searching for in-depth data on design an amazing electronic mail advertising templates, you’re going to benefit from the Email Design Best Practices for 2021 article the place Michael covers all the weather of an electronic mail intimately.

Automate electronic mail advertising communication

Once your e-newsletter template is prepared, you can begin automating your communication. You can use circumstances, filters, and actions to construct automation workflows – automated communication flows. 

The purpose is to make use of automation to construct relationships with the individuals in your contact checklist and assist them make the suitable selections. You can talk along with your viewers with nice precision utilizing information saved in your account. You can:  

Create automation occasions primarily based on customers’ habits Take motion primarily based on chosen circumstances Use filters for much more exact focusing on and so on. 

An example of an automation template that allows splitting contacts after signup.Automation template permitting you to separate contacts after signup to check which electronic mail performs greatest.

Automation lets you ship personalised advertising experiences. You can observe and price clients actions to create customized segments primarily based on particular information and standards. This method you possibly can ship personalised and related emails to your viewers.

Once you automate your communication, you possibly can observe efficiency, be taught out of your expertise and optimize the method. And most significantly, you save time and sources for different tasks.

Here’s an amazing case research displaying how an ecommerce promoting artisanal espresso makes use of automation to teach new contacts: 54% of gross sales due to the tutorial marketing campaign. 

Examples of emails in LandCafe's automation workflow.Emails in LandCafe’s automation workflow

The marketing campaign was carried out in accordance with the Learn -> Like -> Trust -> Buy movement. As a non-profit you possibly can simply adapt this system and convert it to Learn -> Like -> Trust -> Donate.

Observe the outcomes of your electronic mail advertising campaigns

There are a number of elements that contribute to efficient electronic mail advertising communication. Pay consideration to your on-line advertising statistics and use information to make higher selections. 

When it involves particular person emails, take note of engagement – a measure of how individuals work together along with your emails. The hottest engagement metrics are:

Open Rate: the proportion of contacts who open a particular electronic mail out of your complete variety of subscribers. Click-through price: the share of contacts who clicked on a hyperlink, CTA, or picture inside a specific electronic mail. Conversion price: the share of contacts who full a purpose expressed by the decision to motion. Unsubscribe price: the share of contacts who've opted-out from the mailing checklist after an electronic mail marketing campaign.

Engagement is additionally vital to deliverability – the flexibility to ship emails to subscribers’ inboxes. That’s one more reason to always seek for greatest doable content material on your viewers. And information may also help you with that.

If you’d like to check your outcomes in opposition to trade benchmarks, right here’s the Email Marketing Benchmarks report providing a great deal of helpful insights into emails, advertising automation, touchdown pages, and webinars.

Find bottlenecks and enhance electronic mail advertising efficiency

It’s not doable to create an ideal electronic mail advertising program or marketing campaign. There’s at all times room for enchancment. That’s why in your profession you’ll see some nice, common, and somewhat poor outcomes. And it’s completely OK so long as you continue learning from your expertise and carry on testing new concepts.

The most typical points you observe at first are:

Slow electronic mail checklist development. Building an inventory organically with target market takes time. But it doesn’t imply that you need to sit and wait. Actually, there’s a lot you are able to do so as to velocity up the checklist constructing course of. You can: 

add a pop-up kind to your web site: pop-up types are onerous to overlook and if you happen to clarify why becoming a member of your electronic mail checklist is a good suggestion you possibly can count on excessive conversion price. run a contest: a contest may be each a sign-up incentive and an thought to have interaction along with your viewers. write a weblog put up: write about your group highlighting one in all your key tasks. Add a sign-up kind or a hyperlink to your sign-up web page. add an opt-in hyperlink to your electronic mail signature: I’m positive you ship a whole lot of emails each month. Make positive your recipients know they'll sign-up for a e-newsletter.  discover partnerships: discover individuals and organizations with comparable target market and supply them visitor posts and joint electronic mail campaigns. A robust community of partnerships is extremely helpful. run a webinar: webinars are an effective way to construct a strong contact checklist. Do the analysis and select a subject that's attention-grabbing on your target market. Run promotional campaigns and invite individuals to register. Webinars are additionally excellent for content material partnerships. Team up with different organizations to get in entrance of their viewers.

The following three KPIs may relate to contact engagement. The key to excessive engagement price is relevance. That’s why segmentation is so essential. If you group contacts primarily based on their data wants and preferences, you’ll have the ability to plan and ship communication they'll have interaction with.

Low open price. People are prone to open emails with data they discover helpful. Make positive that the three components seen in inbox earlier than opening an electronic mail signify the contents of the message. The three components are: 

sender: be certain that individuals know that the e-mail comes from a good sender – you topic line: spark curiosity, draw consideration however discuss with the contents of the e-mail preheader: use this further area to clarify or develop on the topic line

Low click-through price. Make positive your emails are mobile-friendly. Your name to motion ought to be clear and simple to observe. You can run A/B checks to search out out what content material and messaging engages your viewers most.

Low conversion price. When you see that individuals open your emails and click on the supplied hyperlinks however don’t do the motion you had been hoping for (e.g. don’t register for dwell occasions, don’t donate) you need to take a step again and look rigorously at your worth proposition and viewers.

First, clearly clarify the targets of your group and the methods you’re going to attain them. Then put your message in entrance of the suitable crowd – search for people who find themselves prone to help your trigger. Send the suitable message to the suitable individuals and simplify the donation course of – in order that it’s fast and simple. 

Inspiring examples of nonprofit emails

There’s no higher supply of inspiration than an amazing electronic mail out of your trade. And boy, are there many nice emails despatched by non-profit organizations! Once once more we teamed up with Liza to point out you a number of inspiring examples kind our inboxes:

Kiva: Loans that change lives

How it really works: By lending as little as $25 on Kiva, you possibly can help the causes you care about and make an actual private impression. 

An email from Kiva.An electronic mail with a quick abstract of 2020 and inviting supporters to begin 2021 robust 

A fundraising email.An electronic mail that includes the loans nearing the tip of their fundraising interval

Movember: the main charity altering the face of males’s well being on a world scale, specializing in psychological well being and suicide prevention, prostate most cancers and testicular most cancers. 

How it really works: Since 2003, Movember has funded greater than 1,250 males’s well being tasks world wide, difficult the established order, shaking up males’s well being analysis and reworking the way in which well being providers attain and help males. 

Movember email raising awareness.An electronic mail sharing the mission and progress the Movember basis made to this point earlier than the World Cancer Day

An email with research and health projects funded by donors.An electronic mail displaying groundbreaking analysis and well being tasks funded by donors

Back to you

I hope this text helps you with utilizing electronic mail advertising on your nonprofit group and stuffed you with inspiration for future endeavours. Are you prepared to begin your individual campaigns? Be positive to take a look at the low cost for electronic mail advertising providers for nonprofit organizations and see you in our inboxes!

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