For not-for-profits, keeping in touch with members and volunteers, prospective members, and friends of your organization is critical to success. One of the best ways to keep in touch is via email.
The ROI for email is very high, as well. For every $1 spent on email, the return is $44. That can be extremely helpful for a not-for-profit that has limited funds. In addition to an excellent ROI, email marketing makes fundraising and sending updates really simple.
Here are three ways to use email marketing to help your not-for-profit succeed, as well as the stats to back it up.
Keep Your Organization Top of Mind
Email marketing can make a difference in not only getting membership dues but also driving attendance at events or education sessions. It can also help ensure you have volunteers when you need them. Plus, emails can produce 174% more conversions than social media.
Send a variety of emails to keep your subscribers updated and your not-for-profit top of mind. Here are few to use regularly:
- Event invites
- Volunteer emails
- Keep supporters updated
For example, UNICEF New Zealand uses email to engage volunteers, as well as share the latest news and updates.
Create Personalized Emails
Sending emails your members want to open and read is the goal for most marketers. One way to get that to happen is to ensure the information that you send is what they want or need.
Using personalization can make every email feel like you created it just for the reader. And that can help get your email opened in the first place, and motivate your readers to act on it. These actions can help drive membership registrations, volunteer signups, or event attendance.
There are a variety of ways to personalize your emails. One of the easiest is to add your subscriber’s first name to the subject line. And they’re 26% more likely to be opened when they are personalized this way.
Content can be added based on information about what your email subscribers have done in the past, such as if they’ve attended an event or if they’ve volunteered for your organization. You can even add images based on where your subscribers' location, or if they are members or not.
The more you understand about the people on your mailing list, the people who help keep your organization running, the better you can tailor emails to their needs.
Automate Your Messages
Automation goes hand in hand with personalization. Once you’ve created your email and included any kind of personalization, you can send it out automatically based on certain criteria, like if a membership or event registration has occurred.
Connecting with your members and sending the right email with the right information means they’ll be opened, acted on, and drive towards goals. In fact, automated emails can generate 320% more revenue than non-automated ones.
There are different types of emails that a not-for-profit can send, depending on the goal you’re trying to meet, but some are:
- Welcome emails
- Event invites
- Direct ask emails
- Thank yous
- Re-engagement emails
There are others that can be sent of course, but these emails can be really helpful in staying in touch with your members and other valuable contacts.
St. Jude Children’s Hospital keeps track of when their supporters last made a donation, and automatically sends a re-engagement email three months after that date.
Email marketing is a powerful tool that can help not-for-profits achieve success in their endeavors. Using some of the tips here, like personalization and automation, you can keep your subscribers interested, engaged, and pursuing your organization's goals. For more stats and tips, check out the infographic 24 Email Marketing Stats You Need to Know.
Johan is a digital PR specialist who loves sharing the value and usefulness of e-mail marketing. Apart from his day job, he loves backpacking, meeting new people, and hosting events. He communicates his passion for travel, food, and photography through social media. Oh, he loves desserts and Asian food too!
Despite how powerful email marketing can be when it comes to monetizing resources and messaging, associations must be very careful when they employ it. Canada's Anti-Spam Law (CASL) closely governs who associations can send their email marketing materials to, and non-compliance can carry stiff penalties. Attend CSAE's upcoming CASL - How Compliant Is Your Organization? webinar to get the answers and clarification your organization needs. Before it's too late.