A Nonprofit's Guide to Successful Email Marketing

added by Tivix Team

Email communication is cost-effective, low key, and, for a nonprofit, can keep your audience personally engaged in your mission. With the rise in popularity of the internet as a way for people to keep in touch, gather information, manage money, and even volunteer, harnessing email's full potential can be an important factor in the success of a nonprofit venture. This article will detail how to build a mailing list and utilize email marketing to its fullest potential.

Building a Mailing List

To build an email list, start with your current audience. This can include staff, advisors, volunteers, board members and other interested parties. It can be tempting to simply add their email addresses to your list, but keep in mind that federal law requires everyone on a mailing list be given the option to "opt-in" to before receiving emails. Conversely, every email you send should also give your readers an "opt-out" option in case they no longer wish to receive your communications.

Once you have exhausted your contact list, it is time to think in terms of expanding the mailing list. It is important to note that the best time to solicit new subscribers is when you already have their attention. Organizations often have a section on their homepage so that visitors to the site can subscribe to receive updates.  It is also possible to capitalize on attention by sending an invitation to join a mailing list after someone has made a donation or left a comment on a blog or forum. You can also gather email addresses at public events or volunteer sessions where people who are already interested in your cause have gathered. Another way to obtain subscribers through networking is to encourage staffers, board members and volunteers to include mailing list sign up information in their email signatures, blog posts, and any other forum when they will interact with potential subscribers.

One clever way to build your subscription base is to offer incentives to people who join the mailing list. Incentives from non-profits can include anything from discounts on membership or products to access to a publication or special information. Your creativity is the limit when it comes to offering incentives and enticing people to engage with your organization.

Finally, make sure your emails are easy to forward.  This will allow subscribers to share important information such as petitions, events, or news, and, by default, share information about your organization.

Utilizing the Email List

Because of its informality and low cost, email can be used to send many different communications. Think of it as a quicker, cheaper alternative to direct mail.

• Newsletters - Keep your audience updated on new developments, new staff members, and what your organization has been doing.
• Invitations - Invite your audience to attend a rally, volunteer day, or appreciation event.
• Important Information - Is a crucial vote coming up? Did your organization just achieve a victory? Send out an email and share the news with your audience.
• Welcome Notes - A friendly note to new donors or those who have shown interest in your organization will make them feel appreciated.
• Reminders - Sent before important events, these can jog memories and round up more attendees or volunteers.

Frequency of emails depends on your organization. For newsletters, it is important to set a realistic goal. Promises of a weekly newsletter often fizzle as staffers become busy with other projects or news slows down. Other times, so many exciting events are happening that it is tempting to contact your mailing list every day. Keep in mind that your subscribers may not be as engaged with your mission as you are, and that frequent communication could over saturate them on your organization.  Strike a balance when it comes to frequency of communication.

Composing Effective Emails

People are busy and often overwhelmed with email, so it is imperative that your message catches their attention, and, if they open it, gives them useful information that assures them that subsequent emails from your organization are worth opening.

First, make you lead off with a compelling subject line. The industry standard "open" rate for email marketing is 20-30%, so a catchy subject line could be your only chance to catch your subscriber's attention and lead them to actually read your message. Next, because of the way computer screens and popular email viewing programs show information, the reader will likely only see a portion of your message after opening. Be sure to put your most pressing or exciting news at the top. Even if the reader does not have the time or inclination to scroll down (believe it or not, a common occurrence), you will impart your most urgent information. Finally, be sure to include your contact information.  Nothing can be more frustrating than reading an email that generates excitement for a cause only to realize that there is no way to take action.

By following these tips and utilizing email marketing to its full potential, it is possible to bring attention to your organization in a simple, viral, and cost-effective way.

For more information, Tivix partner MailChimp has an entire resource center dedicated to topics surrounding the effective (and ethical) use of email marketing.