An Email Marketing Guide for NonProfits
9th July 2019
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Just about every business organization is using email marketing these days — and it’s not hard to guess why.


Email marketing is great for ROI and running an email marketing campaign is not that difficult either.


Even the nonprofits are now realizing the importance of email marketing and trying their hand at it. But why do they need email marketing?


Well, email marketing is particularly useful for nonprofits as it helps them with the following:


  • Develop a loyal audience and volunteers
  • To get more donations
  • To increase their outreach


In this guide, we will see how you can scale up your email marketing returns and achieve the aforementioned for your nonprofit organization.


1. Focus on growing your email list

 The more people you reach out to, the more visibility your organization will have. And the easiest way to increase your outreach is by growing your email subscriber list.


For that purpose, you can embed opt-in forms in your social media pages and the company website. You will be surprised how many folks are willing to help you, which is clear from the statistic that shows a 10 percent growth in the email list of nonprofits.


First and foremost, you have to make your opt-in form easy to find. Your target audience shouldn’t have to scour through the webpages to find a way to subscribe. Secondly, it should be engaging enough to catch your audience’s eyes.


This opt-in form makes it easy for people to sign up as they don’t have to add anything more than their email address.


2. Engage your subscribers

 You have built a great email list. Good for you!


But your email list wouldn’t be as impactful as you would like it to be if you don’t use it appropriately. You have to constantly engage your subscribers with personalized and relevant content to leverage your list to its potential best.


78% of internet users in the US said personally relevant content from brands increases their purchase intent.


Similarly, if you tailor your content to target a specific audience, they are more likely to volunteer or donate to your organization.


For instance, as soon as a prospect subscribes to your email list, send across an automated welcome email.


Such emails help you put your best foot forward and give you an opportunity to talk about your goals in a positive light.


You also have to remain consistent in order to nurture your prospects and turn them into donors and loyal volunteers. Keep on following up with your subscribers, but not so much that it ends up annoying them.


You can also share some stories about how your organization helped out the indigent and compel your target audience to assist you for your future endeavours.


3. Segment your list to laser-target your audience

 Consider this scenario: You are sending out a donation request to a bunch of college students who are probably struggling to pay their college loans. Or you are requesting the CEO of a big company to come and volunteer in Haiti who is unlikely to have so much time on his hand.


Such mix-ups beat the purpose of your email marketing campaign. That’s why it is imperative for you to segment your email subscriber list. You need to make sure that the right message is reaching the right audience so that you can get maximum returns for your email marketing efforts.


Moreover, if you segment your email list, it will be considerably easier for you to send out personalized emails. And the more personalized your emails are, the better will be your click-through rate and ROI.


Don’t assume that a nonprofit organization is always going to have the same type of audience. Remember that you are connected with people from all walks of life who are willing to help in different ways.


4. Monitor your performance consistently

 If something is not working for your email campaign, it is better to change it to get better results. That said, how will you optimize or audit something if you don’t know that there’s something wrong with it in the first place.


Therefore, it is imperative to continually keep track of your email marketing campaign.


Keep a special eye on things that matter, such as:


  • Open rate

 If your intended audience is not even opening your emails and deleting them right away, then there is something seriously wrong with your campaign. The average open rate for nonprofits is around 16 percent. So, keep on motoring this metric and if your open rate falls short, take your cue from there and work on optimizing your subject line.


  • Click-through rate

 This metric is exceedingly important because it gives you a perfect idea whether your content is engaging or not. It measures the number of times your target audience clicks on the links and call-to-action buttons within the email.


  • Conversion rate

 This metric informs you whether your efforts are translating into sales or not. For instance, it can help you determine how many donations are coming in against the number of email marketing campaigns you are running.


Apart from this, another important metric is the unsubscribe rate. If a large number of subscribers are constantly leaving your email list, then you might need to rethink your email marketing strategy.

That’s a Wrap

 A great number of folks are more than willing to lend a helping hand, you just need to reach out to them.


Today, more and more nonprofits are turning to email marketing to reach their target audience all across the world. As you can discern from the above points, it doesn’t have to be too difficult.


You just need to know a few ropes of email marketing, invest some time, engage your audience consistently, and you will eventually witness great success.

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