Three ways to make email work for nonprofits

A recent article in DM News looks at some of the ways email can help nonprofit marketing and fundraising. E-Mail Energizes Nonprofit Efforts has some inspiring examples of what nonprofits have done with email.

Here are three things you should do to maximize success when you use email to raise funds and communicate with donors:

1. Be relevant. More than in other media, you have to be driven by what your audience wants, knows, and cares about -- not your own needs. Keep asking yourself, will this email be welcome in the in-box?
   
2. Value diversity in the in-box. Don't send just one type of message. Sometimes ask for money. Sometimes tell them exciting news. Sometimes ask them to volunteer, advocate, or get involved in ways other than giving.
   
3. Pay attention to details. It's the details that can make or break email marketing. Here are just a few: Make sure your sender seems to have something to do with your organization. Make sure your landing page matches what your email says. Study your results afterward -- how many bounced, how many were opened, what was the click-through rate, where did donors go -- and not go -- once they clicked through. Figure out where the problems are, so you can fix them.
   

Because so many donors are older and less adapted to email, a lot of nonprofits are slow to use it. But it's a powerful tool. And it's going to matter more every year. Don't not do it!

Technorati Tags: fundraising, email marketing, nptech