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5 Tips to Improve Your Non-Profit’s Email Marketing

Email is an important component of a non-profit’s marketing strategy, but writing emails that are effective can be a challenge. Think about your own inbox. How many messages get deleted without even being opened, let alone read? Is it even possible for your non-profit to have an effective email marketing strategy? Yes! Here are a few tips to improve your email marketing:

1. Segment Your Lists

It is important to know your audience so that you can send them the emails that most appeal to them. There are a variety of ways that you can segment your lists. For example, you can have a list of supporters who have attended major fundraisers or a list specifically for people who have volunteered for your organization. Try to keep your messaging relevant to the people on any given list. After all, the senior citizen who sends you an annual cheque for $25, likely won’t be interested in the $200 per plate gala you are planning.

2. Keep it Short

With all the emails inundating inboxes these days, people simply don’t have time to read lengthy messages. Figure out the main message you want to convey and then make it concise. Another reason you should try to keep your email messages short is that more and more people will be reading these messages on smaller devices such as smart phones. If the message is too long, they simply won’t take the time to read it.

3. Make it Scannable

Speaking of reading email messages on smaller devices, you should also make your messages scannable and easy to read. Make use of heading, short sentences and paragraphs, and numbered lists or bullet points. This will create a better, easier reading experience than an email comprised of long paragraphs.

4. Make it Personal

Subconsciously people are more likely to connect with an email message when you use their name. Most html email marketing programs like Mail Chimp, Constant Contact, and some CRMs like Sumac allow you to use a simple code that inserts the name of the person to whom you are sending the email. Using phrases like “Dear Supporter” or “Dear Volunteer” can sound cold and impersonal, so take the time to show appreciation for those supporters and volunteers by using their actual names.

5. Include a Call to Action

Finally, it is important to let your readers know what it is you would like them to do. Do you want them to make a donation? Buy tickets to a fundraiser? Sign a petition? Volunteer for an upcoming event? Include a clear call to action in your messaging and provide a link that allows them to take that action immediately. Whether your non-profit has only just started working on its email campaigns, or whether you have been doing them for years, there is always room for improvement. Take a step today to make your email marketing more effective.


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