Running a non-profit is like running a for profit business in some ways, but not in every way. Non-profits must stay constantly engaged with their donors, sponsors and potential donors in order to ensure they receive enough money to keep their organization afloat.
There is a lot of pressure in the nonprofit realm, but there is also a lot of passion. Your dedication to your cause should come through in every communication, and that’s where email marketing can make all the difference.
While standard for profit businesses use their email only for marketing, and sometimes spamming, email can be used wisely on the part of nonprofits to keep donors engaged and interested.
The Importance of Constant Communication
Keeping your past donors up to date and cultivating a relationship is key to a nonprofit’s success. Email provides a cheap and easy way to keep people informed. One of the biggest mistakes your nonprofit can make is to email only when you’re asking for money.
You should stay in touch as much as possible, without deluging people’s email accounts with unwanted mail. An email about once a week during work hours on weekdays or anytime during weekends is the best time to send emails.
How to Make the Most out of Your Email
Your email marketing campaign can be a great tool to spread the word, drive donations and keep donors in the loop.
For existing donors, monthly newsletters, notification of press coverage, upcoming events and updates on daily activities are a great way to update without asking for money. When the time comes again to donate, they’ll be up-to-date with your organization and won’t feel like you only contact them when you want money.
If you’re using email marketing to reach new, potential donors, you’ll need to make sure you don’t overstep your bounds. Don’t take advantage of your contact list, and be tasteful with the amount of emails you send out. If you’re using direct mail, you should be even more careful, but you should also know that people respond better to an actual letter in an envelope, especially if it’s handwritten.
You can use email marketing among your volunteers to circulate information about events, fundraising efforts and special programs or to share results.
However you plan to use email, you should make sure to respect people’s time and space. Don’t bombard recipients with emails, but don’t be too sparse, either. Keep your existing donors informed without annoying them with constant emails.
Your nonprofit can use email to achieve amazing results, as long as you know how to use it to your benefit.