Email marketing can work wonders for your nonprofit if you know how to use it well. But first, what is email marketing? Email marketing is a type of direct marketing where you send messages by email to potential customers. However, in the case of your non-profit, you send them to potential donors and supporters. You can send emails to encourage them to support your organization, increase awareness about your nonprofit, or reach out to thank them.

Through email marketing, your nonprofit organization can stay connected with your donors. It also helps you stay on top of your workload and build a loyal donor base.

Due to the advent of smartphones and modern technology, people now check their inboxes multiple times a day. According to research by Magnetic, 44% of people in the US and Canada check their emails one to three times a day. That gives your supporters multiple opportunities to see your email campaign.

As a nonprofit, here are five email marketing tips you can follow;

• Deliver the most persuasive messages: Persuasive messages help to convince others about your cause. They allow you to communicate how important your mission is and how your donors will be affected by what you do. Ensure that your messages are personalized because donors give to your cause as an emotional response. As such, your messages need to be personal as well. However, the messages should be relevant and specific to your donors’ interests.

• Use designs to humanize your message and develop lasting connections: Your email design says a lot about your nonprofit’s brand. The design, imagery, and style you create communicate specific feelings, thoughts, and values. Since donors give out as an emotional response, ensure your designs convey that emotion. This can be done using clear templates, compelling headlines, gripping imagery, etc.

• Send valuable content: Nonprofit organizations with successful email marketing strategies did so by adding value to those who read them. Gone are the days of saying, “this is us” or “here’s what we do.” To engage supporters through email, your organization needs to find ways to create valuable content that teaches, inspires, enlightens, or motivates them. 
• Tell your stories through your email: 

Your nonprofit has a unique story. There’s a purpose behind your programs and events. Sharing stories about those who receive aid or benefits from your programs connects your readers emotionally. It also provides them with a new perspective on charity.

• Make your message simple and straight to the point: Everyone is busy. If you beat about the bush, they might delete your email or add it to spam. Keep your email short. Instead of sending a four-page newsletter, write a few compelling lines on a topic. You can write a brief story your readers can relate to or illustrate the topic in a real-world setting. Share your successes and challenges. Appreciate your readers often and invite them to engage, participate, lead, and give. 

Effective email marketing is crucial to the success of your nonprofit. It can be a steady stream of donors if your emails are convincing enough. Email marketing is cost-effective and less time-consuming than other marketing strategies. Finally, sending regular newsletters put your nonprofit at the forefront of your donors’ minds. For more email marketing tips, sign up for our newsletter or follow us on Instagram @socialsrunway.