\n
- Examples of real nonprofit email campaigns for cultivation and fundraising \n
- Details on what makes each email campaign stand out and successful.<\/li>\n
- The best email marketing tools for nonprofits.<\/li>\n
- Tips to improve your nonprofit email marketing strategy.<\/li>\n
- Donor management platforms to simplify operations.<\/li><\/ul><\/div>
\n\n\n\nChapters:<\/b>
\n1. 7 Cultivation Emails you can\u2019t afford to miss<\/a><\/b>
\n1. Welcome Email for Nonprofits<\/a><\/span>
\n2.\u00a0 Nonprofit Email Newsletter<\/a><\/span>
\n3. Impact Story Email<\/a><\/span>
\n4. Nonprofit Thank You Email<\/a><\/span>
\n5. Survey Email for Nonprofits<\/a><\/span>
\n6. Advocacy Email for Nonprofits<\/a><\/span>
\n7. Social Media Engagement Email for Nonprofit<\/a><\/span>
\n\n2. Email Marketing Tools for Nonprofits<\/b><\/a>
\n\n3. 7 Proven Fundraising Email Examples<\/b><\/a>
\n1. Nonprofit Appeal Email<\/a><\/span>
\n2. Letter Email<\/a><\/span>
\n3. Matching Gift Email<\/a><\/span>
\n4. Event Email<\/a>
<\/span>\n5. Urgent Email<\/a>
<\/span>\n6. Planned Giving<\/a>
<\/span>\n7. Capital Campaign<\/a>
<\/span>\n\n4. 7 Tips to Improve Your Nonprofit Email Strategy<\/b><\/a>
\n1. Choose the most effective sender name<\/a><\/span>
\n2. Craft engaging subject lines and preheaders<\/a><\/span>
\n3. Clean your email lists<\/a><\/span>
\n4. Segment your list<\/a>
<\/span>\n5. Personalize emails till it hurts<\/a>
<\/span>\n6. Use mobile responsive templates<\/a>
<\/span>\n7. Automate Emails<\/a>
<\/span>\n\n5. Donor Management Platforms<\/b><\/a>
\n\nConclusion: Wrapping up our guide on email marketing for nonprofits<\/a><\/span>7 Cultivation Emails you can\u2019t afford to miss<\/span><\/h2>\n\n\n\n
Cultivation email campaigns<\/strong> build trust among your supporters. Your audience will come to appreciate and trust your organization. As trust in your organization grows, your fundraising emails become more effective, leading to increased donations.<\/p>\n\n\n\n
![\"cultivation](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/cultivation-email-campaigns-for-nonprofits.png\")
<\/figure>\n\n\n\nCultivation email campaigns provide value and build the donor relationship. You can offer value through updates and exciting content. But don’t stop there think about free ebooks, live streams, webinars, etc. Ask questions, listen, and respond. Cultivation emails are all about value to grow your readership and increase donations! <\/p>\n\n\n\n
1. Welcome Email for Nonprofits<\/h3>\n\n\n\n
Welcome emails are the first opportunity for engagement. They have an open rate higher than all other types of emails. Done well, it leads to better engagement with future emails and more donations.
Most nonprofits have a hard time getting people to donate, let alone engage with their organization.
That’s because most nonprofit welcome emails look like… <\/p>\n\n\n\n“Welcome to our email list, this is our mission.” <\/em> Followed by a big Donate Today button.
That’s no good. People crave to get to know your organization. After all, they signed up for more than a donation form via email\u2026 They signed up because they care about what you do and how you do it!
Champion nonprofits make people care. Care about their cause and what they stand for. You want your audience to become promoters who spread the word. So, how on earth can we get that level of commitment? It’s not easy.
What helps is to Share<\/strong> the story they never heard. Show <\/strong>them the real people behind your nonprofit and that every dollar counts when fighting against disease\/disaster\/other issues affecting society. And give <\/strong>them an opportunity to actively engage with feedback and replies.<\/p>\n\n\n\nSubscribers expect a welcome email series<\/strong>. <\/p>\n\n\n\n
Two things to always include in your welcome email automation: <\/strong><\/p>\n\n\n\n
- \n
- Go into detail about your organization. Share your mission, your history, events, or extraordinary stories. <\/li>\n\n\n\n
- Learn more about the subscriber.<\/li>\n<\/ol>\n\n\n\n
Add a survey or encourage them to reply directly from the email.<\/p>\n\n\n\n
This welcome email from St. Baldrick\u2019s Foundation<\/a> is simple, personalized, and fun. They explain more about their mission and encourage you to follow them on social media.<\/p>\n\n\n\n
![\"welcome](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/welcome-email-from-St.-Baldricks-Foundation-for-nonprofits.png\")
<\/figure>\n\n\n\nNotice the visuals and how they are tied together.
Now, read just the 3 short titles marked 1,2,3. \u201cHi, You care about kids with cancer.\u201d \u201cWe fund pediatric cancer research.\u201d This email delivers the main message in the shortest and most effective way possible. Two takeaways to learn from!<\/p>\n\n\n\n- \n
- Boil down the message to its essence.<\/strong>
This email delivers the main message in a simple, short, and effective way. You can choose to be short in your message and encourage the click.<\/li>\n<\/ul>\n\n\n\n- \n
- Create images that amplify your message and story.<\/strong>
<\/strong>St Baldrick does this better than you’d see at first glance. The images and fonts are tied together. The header image with the girl holding \u201cHi\u201d grabs the attention of their supporters. The children\u2019s handwriting font on the images evokes nostalgia. It’s all about making them feel an emotional connection.<\/li>\n<\/ul>\n\n\n\n2. Nonprofit Email Newsletter<\/h3>\n\n\n\n
Nonprofits know that a great newsletter can make the difference between someone feeling connected to your organization or not. But crafting an effective newsletter is hard work, especially if you are not a writer by trade.
You can use a newsletter to update and educate. Share ideas, stories, or news that are engaging and help strengthen the relationship and stay top-of-mind.
The problem with email newsletters is that they are hard to create but often even harder to read! Newsletters are typically longer and have multiple calls to action.
Long emails are no problem as long as they aren’t cluttered. Bring a clear hierarchy and great content, and people will scroll through the entire email.
Mix it up and include articles, stories, videos, graphics, and surveys in your nonprofit newsletter.
Water.org has designed a beautiful and inspiring nonprofit newsletter. This example email has 3 sections. And each of them has a compelling image and a clear CTA button.<\/p>\n\n\n\n![\"Water.org](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Water.org-nonprofit-newsletter.jpg\")
<\/figure>\n\n\n\n- \n
- In the first block, they clearly explain the impact they made and how they couldn\u2019t have done it without their supporters. Really makes you want to donate again\u2026 and the button is right there.<\/li>\n\n\n\n
- The copy is short, with just enough info for the reader to interact. They use stories, videos, and shopping in one email.<\/li>\n\n\n\n
- The video works great to get more people involved – and the ambassadors Matt Damon and Gary White amplify the social proof it has. <\/li>\n<\/ul>\n\n\n\n
3. Impact Story Email <\/h3>\n\n\n\n
First-time donors are often skeptical about donating to a nonprofit. Impact story emails help potential donors see how you use their money to improve lives. Stories also build trust with potential supporters and increase donations.
An impact story<\/strong> is a tool in your nonprofit toolbox that helps you share your stories with your supporters, so they can see the difference they made. You can include impact stories in your newsletter or create standalone impact story emails.
A variation is the success story<\/strong>. Create email templates<\/a> for your nonprofit organization to share its success stories. The template comes in 2 versions: <\/p>\n\n\n\n- \n
- When your organization accomplishes a goal.<\/li>\n\n\n\n
- When you share the impact story of your partners. <\/li>\n<\/ul>\n\n\n\n
You amplify that success story and show proof of how donors help to make it happen.
Compassion<\/strong> does an excellent job with their storytelling. The copy in this nonprofit email example is short. That is no problem. The intention is to go for the click and read the full story on the website. Compassion keeps the email content just the right length to intrigue and gets that subscriber to click \u201cKeep Reading.\u201d
They include a beautiful image of the 2 sponsored people adding to the impact. It\u2019s an example of a simple, effective email. <\/p>\n\n\n\n![\"Compassion](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Compassion-using-storytelling-for-nonprofit-newsletter.png\")
<\/figure>\n\n\n\nThe header copy shows the supporters and donors how their help is impacting whole communities and not just a single person.<\/p>\n\n\n\n
4. Nonprofit Thank You Email<\/h3>\n\n\n\n
Nonprofits often don\u2019t thank their donors enough. A simple thank you email can make a big difference in donor retention and future donations. It’s polite to thank donors, volunteers, and supporters. And it’s not like you need to write every thank you email individually (although that would be a great and personal touch).
The thank you email we’re talking about is an automated email campaign triggered to the donor directly after donating. It will remind them of their gift and enforce the positive feeling and how it helped others in need.<\/p>\n\n\n\nThe top of this email should show heartfelt appreciation<\/strong> for their gift. Relationship before business. You can personalize the email with the information they already gave you. For instance, first name and the donation amount. Transactional information and service questions follow at the bottom.
A thank you is already great, but an automated thank you flow is where the magic happens. Anywhere from one week to one month later, send the second thank you email. This one includes an update or impact story about how you used their gift.<\/p>\n\n\n\nOther groups, you can thank besides your donors:<\/strong>
Thank your donors, but don\u2019t stop there. Send thank you emails to people who support your cause in other ways.<\/p>\n\n\n\nFor volunteers<\/strong>, tell them how much you appreciate their time, talent, and service. Thank them for their contributions to the team. Tell them you value their hard work. Share an inspirational story and how they helped make it happen. <\/p>\n\n\n\n
Personalize the email. Let them know how many hours they worked or how many conversations they had.<\/p>\n\n\n\n
Don\u2019t forget to thank your email subscribers<\/strong> (those who have not donated) for their loyalty and support. If your organization is religious, thank them for their prayers. It’s an opportunity to look back at recent accomplishments. And share the work that still needs to get done. Describe a success story or provide an update on a project.<\/p>\n\n\n\n
Get creative with how you thank people. Alex\u2019s Lemonade Stand sent a thank you video from their Executive Directors.<\/p>\n\n\n\n
![\"Alex\u2019s](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Alexs-Lemonade-Stand-thank-you-email-as-a-nonprofit.jpg\")
<\/figure>\n\n\n\nI love how they use their brand colors. It makes the whole email feel lively and engaging. The main messages like \u201cWe Can\u2019t Thank You Enough!\u201d and \u201cA Day of Giving Powered By You\u201d really make the readers feel good about supporting Alex\u2019s Lemonade Stand.<\/p>\n\n\n\n
5. Survey Email for Nonprofits<\/h3>\n\n\n\n
Every nonprofit needs to connect with its supporters, but how do you find out what your supporters want? Ask them! Survey emails are an excellent way for Nonprofits to learn more about their supporter base and their interests.
Surveys build trust. You care about the community, their thoughts, opinions, and needs. It is a way for your most engaged subscribers to share their <\/em><\/strong>stories and continue a dialogue.
Increased trust and improved loyalty from your donor base ultimately lead to a better email marketing program and a healthy, engaged database. You can use survey tools or landing page builders<\/a>. <\/p>\n\n\n\nHow to use the outcomes of your Nonprofit survey emails<\/h4>\n\n\n\n
Nonprofits have a hard time finding out what their community wants because they never ask. Find out:<\/p>\n\n\n\n
- \n
- who your potential donors are, <\/li>\n\n\n\n
- which causes they support and why, <\/li>\n\n\n\n
- how much money they’re willing to give, <\/li>\n\n\n\n
- and why they gave that amount of money. <\/li>\n<\/ul>\n\n\n\n
Surveys help you learn what content people love and which channels people prefer.<\/p>\n\n\n\n
If you have fundraising events,<\/strong> use surveys to gather feedback pre- and post-event. This brings insight into the event activities and venue.<\/p>\n\n\n\n
Improve the volunteer retention and recruiting process. Use the survey to learn more about what they want and need. Is the training adequate? Do they have enough support?<\/p>\n\n\n\n
Gather donor feedback. Send an online questionnaire to understand your donor\u2019s opinions and motivation. Poll them to discover patterns and commonalities. Ask why they support your organization and any issues to focus on in the future. With this information, you can improve your content.<\/p>\n\n\n\n
![\"Nonprofit](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Nonprofit-survey-emails.jpg\")
<\/figure>\n\n\n\nUse the data to segment, craft, and personalize your emails.<\/p>\n\n\n\n
You can have fun with surveys and the outcomes. See this example from the Humane Society of the United States. It\u2019s a short email that only asks \u201cWhich dog I am.\u201d They used previous information I provided to know I like dogs. Spoiler alert: I am the loyal lab.<\/p>\n\n\n\n
![\"Humane](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Humane-Society-of-the-United-States-fun-nonprofit-survey-emails.jpg\")
<\/figure>\n\n\n\nThe Polaroid-like pictures make you feel like you\u2019re looking at a family wall of photos, with a family of dogs. If that doesn\u2019t make you want to take the quiz alone, the \u201cWhich dog are you?\u201d copy in the header and on the button triggers your curiosity. Click!<\/p>\n\n\n\n
6. Advocacy Email for Nonprofits<\/h3>\n\n\n\n
Advocacy emails are about specific issues that affect their life and community. The goal of an advocacy email is to:<\/p>\n\n\n\n
- \n
- Raise awareness and public support<\/li>\n\n\n\n
- Change a policy, law, or system<\/li>\n\n\n\n
- Start (or continue) a movement<\/li>\n<\/ul>\n\n\n\n
Mobilize your supporters and encourage them to act in a way that will bring change. You allow citizens to have their voices heard. The average response rate for advocacy emails continues to increase at 3.6%<\/a>. <\/p>\n\n\n\n
Advocacy Email Types:<\/strong><\/p>\n\n\n\n
Click-to-Contact:<\/strong> In this email, explain the problem. Ask supporters to help by contacting their government representative. If possible, include a phone number to call. Provide links supporters can click to email the decision-makers.<\/p>\n\n\n\n
Social Advocacy:<\/strong> Use social sharing and your supporters\u2019 networks to advance the campaign. Ask people to forward the email to family or friends. On a landing page, include social share buttons. They can click and share the message on their social media.<\/p>\n\n\n\n
Petition:<\/strong> With a petition, the nonprofit collects signatures from supporters. Requesting representatives to take action in support of your organization\u2019s mission. Sending an email allows the nonprofit to reach larger numbers of people and strengthen the request. Explain the issue and reason for the petition in the email. The call to action should lead to a landing page with the petition.<\/p>\n\n\n\n
This petition email from the Wild Salmon Center includes a video to learn more. They also provide stats to show the need. <\/p>\n\n\n\n
![\"nonprofit](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/nonprofit-petition-email-from-the-Wild-Salmon-Center.jpg\")
<\/figure>\n\n\n\nThe header image has all the visual and textual clues that say to the reader: This is important and we need your help! <\/p>\n\n\n\n
The use of red, the capitalized letters, \u201cSTOP\u201d and \u201cVETO\u201d words all communicate this need for help. And the rest of the email provides all the details you need to know to get involved.<\/p>\n\n\n\n
7. Social Media Engagement Email for Nonprofit <\/h3>\n\n\n\n
Email and social media work well together. Use email to get more engagement on Facebook, Twitter, and other social media platforms.
Send your audience an email asking recipients to like, comment, and share your posts. This increases engagement with your brand. More engagement on social media increases the reach of your posts and gets you in front of their direct contacts (who are likely also potential supporters of your cause). <\/p>\n\n\n\nThe Dave Thomas Foundation for Adoption uses email to encourage people to share content on social media. <\/p>\n\n\n\n
![\"social](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/social-media-engagement-email-for-nonprofit.jpg\")
<\/figure>\n\n\n\nEach social media is different so they provide unique content for each platform. If you can\u2019t create unique content for all of your social channels, that\u2019s ok. Just repurpose your existing content, so it fits the social channel. <\/p>\n\n\n\n
Write short, clear, and impactful messages to Twitter. Stories to your Facebook pages, groups, and LinkedIn. Post short videos showing your work to Instagram and TikTok. And when you\u2019re ready to invest in long-form video, get started with YouTube.<\/p>\n\n\n\n
You might be wondering now, what is the best email marketing service for my nonprofit? Let’s have a look.<\/p>\n\n\n\n
<\/span>Email Marketing Tools for Nonprofits<\/span><\/h2>\n\n\n\n
![\"the](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/the-best-email-marketing-tools-for-nonprofits.png\")
<\/figure>\n\n\n\nChoosing the best email marketing software for your nonprofit seems like a hassle. There are so many options, and each email marketing platform is just a bit different.
For example, some of the email marketing services are great at helping you easily create emails that get high open rates, but don\u2019t include any advanced segmentation or automation. Others seem to have it all. From A\/B testing to automated workflows to social media integration \u2013 plus a ton more features, but are quite expensive or complex. <\/p>\n\n\n\nWe\u2019ve compiled this list of popular nonprofit email marketing software so you don\u2019t have to spend hours researching and testing different platforms yourself. Here are our recommendations on which platform is best for each type of nonprofit.<\/p>\n\n\n\n
ActiveCampaign for Nonprofits<\/h3>\n\n\n\n
ActiveCampaign<\/a> is more than an email marketing tool. It\u2019s also a CRM and does marketing automation, so you can provide a complete donor journey.<\/p>\n\n\n\n
The Museum of Science and Industry, Chicago (MSI) sends engaging emails using ActiveCampaign. MSI automates many of its emails, sending a welcome email series, updates to exhibits, and re-engagement campaigns.<\/p>\n\n\n\n
ActiveCampaign has an easy-to-use drag-and-drop email editor to build your emails in minutes. But the real power of ActiveCampaign is in the automation canvas, which lets you automate welcome emails, track contact engagement, pull info from social media or offline channels, and more. <\/strong>ActiveCampaign also allows you to segment your lists and personalize the email.
<\/strong>For the omnichannel experience, you can also build landing pages, send texts, and connect with social media.<\/p>\n\n\n\nActiveCampaign has 4 plans<\/a> depending on the number of contacts. They offer a 20% discount for nonprofit organizations. Check out our ActiveCampaign pricing guide<\/a> to choose the right plan. <\/p>\n\n\n\n
Cancer Wellness Support and The Rocky Mountain Elk Foundation use ActiveCampaign to increase memberships, data accuracy, and survey responses.<\/p>\n\n\n\n
Try ActiveCampaign<\/a> or read our full review<\/a><\/p>\n\n\n\n
Mailerlite<\/h3>\n\n\n\n
Mailerlite<\/a> is one of the most affordable email marketing platforms there is. It is their mission to help you grow subscribers and build strong relationships. They send emails to nonprofit clients like Boys Scouts of America, and ActiveYouth. They increased their open rates by 10% after implementing Mailerlite.<\/p>\n\n\n\n
They have a drag-and-drop editor to build professional-looking emails. With MailerLite you can automate triggered campaigns, segment your audiences, and personalize all emails. Tagging and dynamic lists keep your contacts organized.<\/p>\n\n\n\n
To grow your audience MailerLite includes a simple landing page builder, forms, and pop-ups.<\/p>\n\n\n\n
MailerLite is free for 500 contacts<\/a> or 12,000 emails a month. Their premium plans<\/a> include all their features and 24\/7 email and chat support. Pricing varies based on the number of contacts. Check out our full Mailerlite pricing guide<\/a> for all the details to help you select a plan.<\/p>\n\n\n\n
The World Food Travel Association, and Paterson Habitat for Humanity are just a few nonprofits using Mailerlite for their email marketing.<\/p>\n\n\n\n
There is a 30% discount for nonprofits. Be sure to indicate that you\u2019re a nonprofit when you complete your profile after signing up to get the 30% off.<\/p>\n\n\n\n
Try Mailerlite for free<\/a> or read our full review<\/a><\/p>\n\n\n\n
Moosend<\/h3>\n\n\n\n
The World Wildlife Fund and the Make-A-Wish Foundation use Moosend as their email marketing tool. <\/p>\n\n\n\n
Moosend<\/a> is an easy-to-use tool to send personalized newsletters and triggered emails. You can follow the user\u2019s journey from website visit to donation. Design landing pages for lead generation and view real-time reports. <\/p>\n\n\n\n
They have a 30-day free trial<\/a> and 2 pricing plans. The 30 days are enough to test if the software fits your needs. After that, you can upgrade to paid plans starting at $9\/month<\/a> ($6.75 with the nonprofit discount) for 500 contacts. This makes it much more affordable if you compare it to Campaign Monitor, for example.
Moosend offers a 25% discount for nonprofits<\/strong>. Get started here<\/a>, and send them your company details and your site address so the discount can be applied. <\/p>\n\n\n\nTry Moosend for free<\/a> or read our full review<\/a><\/p>\n\n\n\n
Brevo<\/h3>\n\n\n\n
Brevo<\/a> is an email marketing tool for nonprofits that adds SMS, chat, and a CRM to keep all your data centralized.<\/p>\n\n\n\n
You can use their drag-and-drop editor or choose an email template from their library. Automation with triggered emails, segmentation, and personalization. You can also set up transactional emails that will immediately be sent after a donation.<\/p>\n\n\n\n
They offer a free plan, for up to 300 email sends per day. The other plans allow you to send more emails and access more features. Some of the paid features include a landing page builder and phone support. They also have a pay-as-you-go option. Learn more about the details in our full Brevo pricing review<\/a>.<\/p>\n\n\n\n
Try Brevo for free<\/a> or read our full review<\/a><\/p>\n\n\n\n
<\/span>7 Types of Fundraising Email Examples you can’t afford to miss<\/span><\/h2>\n\n\n\n
Do you want to raise more money for your nonprofit or cause-based group? Of course! <\/p>\n\n\n\n
Fundraising emails are a great way to reach your financial goals and get your recipients to take action. Fundraising emails provide a significant income stream for nonprofits and cause-based groups. <\/p>\n\n\n\n
![\"types](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/types-of-fundraising-emails.png\")
<\/figure>\n\n\n\nThese emails are sent to people who have donated in the past or signed up for updates. They’re usually personalized and include a call-to-action like “Donate now” or “We need your help”. The goal is to get recipients excited about donating again.
Did you ever get a fundraising email from your favorite nonprofit and it was just too compelling so you needed to act on it? That is what we are going for!<\/p>\n\n\n\nWhile cultivation emails develop the relationship and build trust, fundraising emails are where the money is.
A lot of nonprofits do not realize how powerful fundraising emails can be. No need to think of fundraising emails as spammy or salesy, because they don’t have to be!
With a little bit of creativity and the right examples, you can send an email that will increase donations and keep the positive spirit that your cultivation emails have laid the foundation for.
If people understand your mission and they know you care, then fundraising emails will perform better because of that solid foundation. <\/p>\n\n\n\nWe’ve outlined the 7 best types of fundraising emails. These examples will help you get started on your campaign and inspire future campaigns as well.<\/p>\n\n\n\n
1. Nonprofit Appeal Email<\/h3>\n\n\n\n
Email continues to prove its value as a way to raise money. The response rate for fundraising emails increased by 41% compared to last year. For every 1,000 messages an organization sends they raise $78<\/a>. <\/p>\n\n\n\n
An appeal email raises funds for a specific need<\/strong>. Supporters passionate about a cause want to further it. They want to contribute to a purpose, to know they sacrificed to make a difference.<\/p>\n\n\n\n
The appeal email is a convenient and tangible way for supporters to meet that need.<\/a> It is the most straightforward fundraising email there is. So keep it simple.
The purpose is to get donations so we need to limit the distractions. Focus it on the single call to action: donate.<\/p>\n\n\n\nA simple one-column email is all you need for an appeal email. Describe the need and explain what the reader needs to do to make it possible. Appeal emails work well with a powerful image that matches the story <\/strong>and one button or link to donate.<\/p>\n\n\n\n
Don\u2019t add too many calls to action or links. Feed the Children sent this simple, effective email to help provide food. <\/p>\n\n\n\n
![\"nonprofit](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/nonprofit-appeal-email.png\")
<\/figure>\n\n\n\nThe email references the pandemic and paints a startling picture. They also include stats and a tangible offer. For every $1 donated you provide $8 worth of food. Numbers that show your organization\u2019s contributions build the trust you need to increase donations.<\/p>\n\n\n\n
2. Letter Email<\/h3>\n\n\n\n
Another way to raise funds is to send a personal letter.<\/p>\n\n\n\n
This email is from an individual in your organization. It includes a greeting. A personalized greeting is best. At the end of the letter it has a closing and it\u2019s signed, either typed or with an image signature.<\/p>\n\n\n\n
You don\u2019t need to include images or buttons. The more like a personal email it looks the better it will perform. <\/p>\n\n\n\n
This email from Acts for Water makes good use of the plain text style email. It is a letter addressed to the individual and signed by the sender.<\/p>\n\n\n\n
![\"Acts](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Acts-for-Water-using-plain-text-style-email.png\")
<\/figure>\n\n\n\nThey do a great job of telling a story without the use of images. Instead of using a button to donate, Acts for Water hyperlinks the text. They also make the email person-centric, using \u201cyou\u201d and \u201cyour\u201d throughout the copy.<\/p>\n\n\n\n
Use a plain text style appeal email when:<\/p>\n\n\n\n
- \n
- you have a strong story to tell but don\u2019t have any visuals,<\/li>\n\n\n\n
- you want every supporter to feel like you\u2019re talking to them personally.<\/li>\n<\/ul>\n\n\n\n
3. Matching Gift Email<\/h3>\n\n\n\n
One of the great fundraising incentives is the gift match<\/a>. For every dollar a person gives, a partner will also give that amount (or more).<\/p>\n\n\n\n
Nonprofits use this email frequently during end-of-year campaigns. Make it clear that this is a match. Don\u2019t hide the text. Mention this is a match opportunity in the subject line, preheader, body, and\/or button.<\/p>\n\n\n\n
Communicate the impact a match has on your mission. Keep the focus less on the money and more on the greater impact of their donation. <\/p>\n\n\n\n
Drive the urgency of the match. Use countdown clocks or include how many days or hours they have left to donate.<\/p>\n\n\n\n
Send more than one email as the deadline draws near. Don\u2019t overdo it, though, 2-3 emails are all you need before people tune you out. Also, remove anyone who has donated on earlier emails so they do not continue to receive reminders.<\/p>\n\n\n\n
Match Email Types<\/strong>
Matching Gift Explainer:<\/strong> Connect supporters with resources to learn how your partner matches their gifts. The email should explain what are matching gift programs, how they work, and the impact they have on your cause. <\/p>\n\n\n\nCompany-specific:<\/strong> Reach out to donors who work for companies with matching gift programs. They work like this: if an employee makes a donation their company will match it. Simple, right?<\/p>\n\n\n\n
Campaign-specific:<\/strong> Use this match email to increase fundraising for specific campaigns. Send tailored matching gift emails. For instance, this is a great way to increase gifts on your capital campaign goal.<\/p>\n\n\n\n
Year-end:<\/strong> During this busy time of year for nonprofits add one or more match emails. These work well around high-impact days, such as Thanksgiving, Christmas, and New Year\u2019s Eve. <\/p>\n\n\n\n
![\"Feeding](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Feeding-America-using-matching-features-for-nonprofit-emails.png\")
<\/figure>\n\n\n\n- \n
- Feeding America uses a GIF in the middle of the email to highlight this is a match. Instead of the typical \u2018donate now\u2019 text on the button, they say \u201cMatch My Gift.\u201d
<\/li>\n\n\n\n - There is still a big red \u201cDONATE\u201d button at the top that grabs attention and could work well for subscribers who are ready to donate (without reading more), or it could be distracting from the match email.
<\/li>\n<\/ul>\n\n\n\nBe sure to AB test your match email<\/a> button placements and CTA texts. Test buttons higher up in the email to see which works best for your audience. <\/p>\n\n\n\n
4. Event Email<\/h3>\n\n\n\n
Events may look different than they did before 2020, but many organizations continue to rely on them to raise funds. <\/p>\n\n\n\n
Whether the event is in-person, digital, or a mix of both, the event invitation emails will increase your engagement.<\/p>\n\n\n\n
Keep it simple. An image, text, and button are all you need to get your reader’s attention. Explain the reason for the event, highlight the time and place, and how their participation will make a difference in stimulating event registrations.<\/p>\n\n\n\n
Use an automated email sequence to deliver reminder emails to increase attendance. For in-person events send them weeks and days before and for online events days and hours before the event. Figure out a schedule that works for your case and make sure not to overwhelm your audience with too frequent sending.<\/p>\n\n\n\n
This email from the Young Storytellers about a town hall event conveys the message with clear and concise language. They use a branded image, share the reason for the event, and how easy it is to get involved.<\/p>\n\n\n\n
![\"Young](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/Young-Storytellers-nonprofit-event-email-example.png\")
<\/figure>\n\n\n\nThe header image is compelling while not taking up too much space. This helps the supporter get right to the meat of the email. At the end of the copy they provide a clear call to action to \u201cRSVP to Meet Gary\u201d They could have said \u201cRSVP Now,\u201d but their choice to be more specific will increase the click rate.<\/p>\n\n\n\n
5. Urgent Email<\/h3>\n\n\n\n
When disasters happen. When time is running out. Use email to explain the urgent need.<\/a><\/p>\n\n\n\n
This email is not as much about design as it is about timing. You must convey the message at the right time with the right tone. Describe the circumstances and the need. Share ways their support will help those affected.<\/p>\n\n\n\n
At the top of this Samaritan\u2019s Purse email is a powerful image of the destruction caused by the tornadoes. <\/p>\n\n\n\n
![\"nonprofit](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/nonprofit-urgent-email-example-from-Samaritans-Purs.png\")
<\/figure>\n\n\n\nVisuals are processed 60000 times faster than text<\/a>, so don\u2019t forget to include them in your urgent emails. <\/p>\n\n\n\n
They report on the facts and follow it up with a button to give in the middle of the email. Placing it higher gives people a quick option to donate.<\/p>\n\n\n\n
6. Planned Giving<\/h3>\n\n\n\n
Don\u2019t ignore the importance of using email for planned giving<\/a>. This is a topic on many supporters\u2019 minds. They need guidance and your nonprofit can help.<\/p>\n\n\n\n
This email from the Michael J. Fox Foundation talks about taxes, IRAs, and stocks, but the central message remains how the reader can \u201cleave a mark on Parkinson\u2019s research.\u201d <\/p>\n\n\n\n
![\"nonprofits](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/nonprofits-using-emails-for-planned-giving.png\")
<\/figure>\n\n\n\nThe yellow header\u2019s copy offers a win-win deal to donors. This is great to give that extra nudge to hesitant, first-time donors.<\/p>\n\n\n\n
The block below explains the different options for leaving a lasting legacy. The 2-column layout is structured well:<\/p>\n\n\n\n
- \n
- They gave the blocks enough padding so it doesn\u2019t feel cluttered. Use padding and spacers to get a cleaner layout.<\/li>\n\n\n\n
- Their use of divider lines is simple and elegant. Steer clear from using thick borders, they will make your email look like it was designed in 1998.<\/li>\n<\/ul>\n\n\n\n
7. Capital Campaign<\/h3>\n\n\n\n
Can email help you raise money for your new building? Yes. Use email as part of the campaign.<\/p>\n\n\n\n
To capture people\u2019s attention use action verbs in the subject line and call to action. Stay away from words like \u201cupdates,\u201d instead say \u201cexciting plans.\u201d<\/p>\n\n\n\n
This is where a segmented list is important. You will need to find the people most excited about this campaign.<\/p>\n\n\n\n
If you plan to send to a larger audience, add the content to a newsletter that includes other content.<\/p>\n\n\n\n
Throughout the campaign provide emails with photos, videos, and stories.<\/a><\/p>\n\n\n\n
The Billy Graham Evangelistic Association includes a photo of the building under construction. <\/p>\n\n\n\n
![\"using](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/using-email-campaigns-to-raise-capital-as-a-nonprofit.png\")
<\/figure>\n\n\n\nThe content of the email shares the purpose and also thanks them for their continued support. <\/p>\n\n\n\n
The image of the building under construction gives supporters an almost tangible feeling of how they use their money. The copy reinforces this with a story of the workers and the unique center.<\/p>\n\n\n\n
Give your donors a peek behind the scenes. Make them feel the work you\u2019re doing and they\u2019ll be happy to give more.<\/p>\n\n\n\n
<\/span>7 Tips to Improve Your Nonprofit Email Strategy<\/span><\/h2>\n\n\n\n
1. Choose the most effective sender name<\/h3>\n\n\n\n
Email subject lines get all the love, but the sender name is a more important reason for people to open your email<\/a>. Nonprofits have a couple of choices when it comes to choosing the best sender name.<\/p>\n\n\n\n
- \n
- Send from the organization.<\/li>\n\n\n\n
- Send from an individual who works for the organization, like the president or development director. <\/li>\n\n\n\n
- Or both.<\/li>\n<\/ol>\n\n\n\n
For nonprofits sending from an individual seems more personal.<\/a> But it isn’t always the most effective. Choose only one person as the representative. Don’t send different emails from different individuals. This will confuse the recipients, making it difficult to build trust. <\/p>\n\n\n\n
The best option is to send from an individual and also include the organization. <\/p>\n\n\n\n
![\"using](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/using-effective-sending-names-for-nonprofit-emails.png\")
<\/figure>\n\n\n\nWord of warning: the sender name will get cut off in the preview pane if it is too long. Still not sure what works best for your organization. Test it.<\/p>\n\n\n\n
2. Craft engaging subject lines and preheaders<\/h3>\n\n\n\n
Now that we have a trusted sender name, focus on the subject line. An engaging subject line will improve open rates. One study found 33% of people<\/a> open an email based on the subject line.<\/p>\n\n\n\n
Writing a good subject line is difficult, often it is the toughest part. Write the email first and look at the copy for subject line inspiration. Match the subject line to the purpose of the email.<\/p>\n\n\n\n
Keep the subject line short, between 20-35 characters. There are 6 types of subject lines to choose from. The best ones portray a sense of curiosity or urgency.<\/p>\n\n\n\n
![\"crafting](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/crafting-engaging-subject-lines-and-examples.png\")
<\/figure>\n\n\n\nPreview text is the unsung hero of the inbox preview.<\/a> It\u2019s the final chance to encourage people to open the email. Unfortunately, it\u2019s often overlooked by marketers. <\/p>\n\n\n\n
Without preview text, the first line of the email will get pulled into the inbox. Resulting, sometimes with preview text that says \u201cView in browser.\u201d Or if your email starts with an image the email service provider will pull the image alt tag.<\/p>\n\n\n\n
![\"nonprofit](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/nonprofit-preview-text-example.png\")
<\/figure>\n\n\n\nSince the subject line is short, use the preheader as an extension. To explain more about the email. Look for ways to trigger curiosity so you\u2019ll get higher open rates.<\/p>\n\n\n\n
3. Clean your email lists<\/h3>\n\n\n\n
This is an often neglected practice for nonprofits. A clean email list is a healthy email list<\/p>\n\n\n\n
Remove people who have not opened your emails. Why, you ask? Sending to people who don’t open affects your deliverability<\/a>. By scrubbing your email list<\/a>, you have a better chance your emails will get delivered. <\/p>\n\n\n\n
By using good email verification tools<\/a> you keep your email list clean, your bounce rate low, and sender reputation high. It hurts your deliverability when you have too many bounced emails. And risk ending up in the spam box. By validating emails, you don\u2019t waste money on sending to bad addresses.<\/p>\n\n\n\n
How often you clean your lists depends on how much you send. Some organizations clean their lists every 3-6 months. Feel free to send a re-engagement email before removing subscribers for good. <\/p>\n\n\n\n
Don’t send emails to anyone who has not opened an email in 1 year. <\/p>\n\n\n\n
4. Segment your list<\/h3>\n\n\n\n
Group people based on preferences or behavioral data to send better emails. You can create lists of people who share the same interests or have taken the same action.<\/p>\n\n\n\n
A few segmented list ideas include:<\/p>\n\n\n\n
- \n
- Donors<\/li>\n\n\n\n
- Lapsed Donors<\/li>\n\n\n\n
- Contribution Amount<\/li>\n\n\n\n
- Volunteers<\/li>\n\n\n\n
- Event Attendees<\/li>\n\n\n\n
- Projects<\/li>\n\n\n\n
- Region<\/li>\n\n\n\n
- Board Members, Major Donors, etc<\/li>\n<\/ul>\n\n\n\n
Sending emails to segmented audiences<\/a> will help your subscribers feel like you know them.<\/p>\n\n\n\n
It will also improve the performance of the emails. Emails to segmented audiences have better open, click, and conversion rates. And lower unsubscribe rates.<\/p>\n\n\n\n
- Feeding America uses a GIF in the middle of the email to highlight this is a match. Instead of the typical \u2018donate now\u2019 text on the button, they say \u201cMatch My Gift.\u201d
- Create images that amplify your message and story.<\/strong>
- Boil down the message to its essence.<\/strong>
![\"personalizing](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/personalizing-emails-as-a-nonprofit.png\")
<\/figure>\n\n\n\n