The health of your nonprofit depends on the ability to turn potential supporters into donors. To do this, you need to diversify your approach to email marketing. Whether you are sending one-off fundraising emails or an ongoing newsletter, various messages can help increase your donation and engagement rates. But it can be challenging to find fresh ideas and keep your messages consistent, so here are some emails you should always include in your nonprofit’s email campaign.
1. Personalized Emails
A personalized email can generate transaction rates (donations) up to six times more compared to a generalized email. You can do this by segmenting your list based on your donor’s preferences or even by using artificial intelligence to automatically create segments based on their behavior and interests.
2. Emails About Your Work
Show your supporters that their donations make a real difference in the world with impact stories. These stories can be personal and powerful, providing hard evidence of your nonprofit’s success. They can also help your supporters feel more connected to your work and convince them to give again.
3. Social Proof
Sharing success stories, testimonials, and happy faces of beneficiaries proves that your organization is trustworthy and genuine. It also helps your supporters to connect with your mission and makes them proud to be a part of it.
4. Upcoming Events
Keeping your supporters informed about upcoming events can help boost your email open and click-through rates. This includes things like upcoming volunteer trips, online conferences, and fundraisers.
5. Taking Action
A clear call to action in the email you send is essential for driving support. This can be in the form of a link or a button that links to your long-form landing page with a donation or sign-up form.
6. An Eye-Catching Subject Line
A creative and relevant subject line can make all the difference in your nonprofit’s email open rate. Use this to your advantage by incorporating urgency into your subject line and some information about what your nonprofit is working on or a specific statistic or data point.
7. Sending From Your Name
Using your organization’s name in your emails is another way to create brand recognition and authority. You can use your name or your nonprofit’s logo as the email sender or use a third-party provider to do so for you.
8. Don’t Repeat Yourself
If you are sending the same fundraising email to every recipient, your recipients will start to lose trust in your nonprofit and feel like they aren’t being heard. It can also lead to lower overall open rates and higher apathy.
9. Your Unsubscribe Rate Is Low
Most nonprofits have a relatively low unsubscribe rate. This means your supporters are generally interested in your work and want to hear from you. However, a small percentage of your supporters still don’t want to receive email marketing from you. These people can be difficult to reach and may not be as engaged with your cause as you’d like them to be.