Electronic mail Advertising for Non-profits: Sensible Suggestions and Examples

Electronic mail advertising can do wonders for nonprofit organizations.

From spreading consciousness and constructing relationships with subscribers to turning supporters into donors. Electronic mail advertising will help you obtain all these targets.

In case you’ve by no means run e-mail campaigns earlier than, otherwise you’ve performed some however wish to make sure you’re doing it appropriately, you’re in the fitting place.

By way of this text, we’d like to assist your nonprofit group begin utilizing e-mail advertising to its fullest potential.

Beneath, we’ve gathered all the most effective practices, suggestions, and nonprofit e-mail marketing campaign concepts to encourage your personal campaigns.

Let’s begin by reviewing the the explanation why e-mail advertising is effective for nonprofits.

Desk Of Contents

Editor’s be aware

This text is a content material collaboration between advertising specialists at GetResponse – an e-mail advertising platform and nonprofit group tech consultants at TechSoup – a nonprofit tech market.

Table of Contents

Why is e-mail advertising important for nonprofit organizations? 

1. Most of us have an e-mail deal with 

Electronic mail is simply the preferred channel of communication worldwide. It grew to become common as a result of it’s low-cost and accessible – nearly everybody who makes use of the Web has an e-mail account and sends emails. Whether or not you reside in Asia, Europe, Africa, or America – you should use e-mail to speak electronically.

2. Electronic mail is private

Electronic mail advertising permits nonprofits to have interaction with their viewers in a extra private approach.

Nonprofits can section their e-mail listing based mostly on the pursuits and preferences of their viewers and ship focused e-mail campaigns that resonate with them.

Customized emails with related content material and calls-to-action can enhance engagement and drive donations and different types of assist.

3. Electronic mail advertising is cost-effective

Most advertising channels are pay-to-play. Even when you’ve constructed an engaged viewers on Fb, the platform will restrict your natural attain and pressure you to maintain spending cash on adverts. This isn’t the case with e-mail advertising.

In case you’ve obtained somebody’s permission to contact them through e-mail, you’re nearly assured to succeed in their inbox, supplied that you just observe e-mail advertising finest practices.

Consequently, the one factor you want to pay to run e-mail campaigns is your e-mail advertising service. Their value is often based mostly on the dimensions of your e-mail listing, they usually include many built-in instruments that’ll allow you to get your campaigns off the bottom in moments.

Free Email Templates in GetResponse.
Examples of free e-mail templates in GetResponse

Additionally, the variety of emails you ship doesn’t affect the associated fee. This manner, you may deal with constructing your listing with people who find themselves more likely to turn into common donors and run a number of campaigns to realize that purpose.

In case you’re searching for a trusted answer, we recommend you take a look at GetResponse. As a non-profit, you might be eligible for a 50% discount on e-mail advertising companies.

In case you’d fairly store round, right here’s a useful listing of the most effective e-newsletter software program, together with data on the options they provide.

4. Electronic mail offers a excessive return on funding

In response to a current examine by DMA, the typical e-mail ROI is 38:1. Because of this for each greenback you make investments in e-mail advertising, you may count on 38 {dollars} in return. And when you repeatedly run A/B assessments in your emails, you may generate an much more spectacular return in your funding. 

Which means you gained’t have to fret in regards to the value of e-mail advertising software program. As a substitute, you’ll be capable to calculate the return on funding from the instruments included in your plan, e.g., webinars, touchdown pages, and automatic emails.

5. Measurable outcomes

Electronic mail advertising is a extremely measurable advertising channel.

Of their analytics dashboards, e-mail advertising platforms present nonprofits with key information about their campaigns’ efficiency. This consists of metrics equivalent to opens, clicks, conversion charges, and gross sales income.

GetResponse Email Analytics dashboard main view.
GetResponse e-mail analytics dashboard.

Geared up with this information, nonprofits can refine their messaging, establish key viewers segments, and optimize their campaigns for higher outcomes.

Most essential e-mail advertising instruments for non-profits

The important thing e-mail advertising instruments that assist nonprofits plan and implement their e-mail advertising technique are:

Electronic mail advertising platform

Skilled e-mail e-newsletter software program instruments empower your advertising workforce to construct relationships with supporters and develop your donor base. Entrepreneurs can create great-looking emails with an intuitive drag-and-drop editor and even AI-generative instruments.

AI subject line generator from GetResponse
AI topic line generator from GetResponse

Accumulate worthwhile details about subscribers and create contact segments utilizing tags and customized fields. For instance, by dividing the contact listing into separate e-mail segments like subscribers, supporters, one-off donors, and common donors, you may flip your e-mail advertising software right into a donor administration platform.

Electronic mail advertising platforms additionally present a excessive supply price and be sure that your campaigns keep away from the spam folder.

Varieties and popups

A subscription kind is a kind positioned on a web site or weblog the place the customers can fill within the fields with their information to obtain emails on subjects associated to your nonprofit. The first purpose of the subscription kind is opting-in supporters to your mailing listing.

You possibly can both use an embedded signup kind – a kind that’s a part of your web site’s format – or a popup – a small window that seems on prime of your web page.

Popup form templates available in GetResponse.
Popup kind templates accessible in GetResponse.

Touchdown pages

A touchdown web page is an easy web site with a transparent name to motion. You should utilize drag and drop editor to create efficient fundraising touchdown pages. Give individuals a cause to donate by demonstrating the affect of their contributions.

You may also use touchdown pages to share tales of actual individuals impacted by your tasks with totally different audiences. Add subscription kinds to those pages and develop your potential donor base. At all times current the advantages of signing up to your e-newsletter, e.g., that you just’ll inform donors how their cash is spent and what affect it has on the trigger.


Webinars are undoubtedly among the many handiest e-mail advertising instruments. You should utilize webinars to get new e-mail subscribers by discussing attention-grabbing subjects or donors by working dwell fundraising occasions. Webinars ought to be part of your e-mail technique: as soon as potential donors register to your webinar, you may ship them e-mail sequences earlier than and after the occasion.

A useful characteristic it is best to take into account are on-demand webinars. You possibly can report dwell occasions and switch them into pre-recorded occasions individuals can watch at their comfort.

Community Events and Webinars - screenshot of a landing page.
A web page devoted to group occasions and webinars on the TechSoup World web site

Paid Advertisements

Fb Advertisements and Google Advertisements can enormously assist e-mail advertising for nonprofits. You possibly can allocate finances to get in entrance of recent audiences, construct your e-mail listing, and discover new donors. Additionally, when you join your Fb Pixel with e-mail advertising software program, you may run retargeting adverts to deliver subscribers again to your web page.

Web site Builder

Having a devoted web site to your nonprofit group can actually set issues in movement. A web site offers a real base of operations for your whole on-line endeavors. In case you’re searching for a nonprofit web site builder, attempt GetResponse’s Web site Builder. It’s completely free to get began, and we offer a 50% low cost on paid plans for organizations that require extra capabilities.

How you can begin with e-mail advertising in a non-profit?

Nice e-mail outcomes begin with nice planning. Write down your targets and develop a nonprofit e-mail advertising technique that can use emails to ship the fitting data to the fitting individuals on the proper time. And what’s much more essential, guarantee your viewers is aware of what to do with the data they obtain.

Comply with these steps to organize your nonprofit e-mail advertising technique for fulfillment.

Step 1. Construct your e-mail listing

Inform your goal viewers about the advantages of joining your email list. Once more, deal with motion: will they be capable to evaluate the outcomes of accomplished tasks, share their opinion on key subjects, donate cash, or assist your trigger another way? Ensure individuals know why they ought to subscribe.

Step 2. Get to know your viewers

Electronic mail is just not solely about offering your contacts with data. For fairly a while now, it lets you get to know the individuals in your listing. You possibly can design two-way communication and ask your contacts for his or her data wants and preferences. When what your viewers is about, you may create content material they’ll interact with.   

Step 3. Construct consciousness about your trigger

Share your mission, targets, and tasks with the goal viewers. Ensure everyone is aware of what your group is about and find out how to be a part of the trigger.

Step 4. Preserve your viewers knowledgeable

lead by instance. In case you name for motion, present that you’re all about motion your self. Share mission statuses and supply a abstract with key data as soon as they’re accomplished. Being clear about your tasks offers context for excellent content material concepts and helps your group acquire credibility.  

Step 5. Accumulate donations 

invite contacts to assist your non-profit financially. You possibly can A/B check campaigns for one-off and recurring donations and rapidly uncover the simplest messaging and incentives.

Step 6. Phase your viewers

accumulate details about your contacts and group them based mostly on their pursuits (e.g., favourite tasks, occasions, content material), e-mail engagement, and their place within the funnel (contact, one-time donor, common donor, and so forth.)

Proper contact list segmentation has a huge effect on all efficiency metrics of your e-mail advertising. Emails tailor-made to particular person contact segments have a number of instances increased open and click-through charges in comparison with email blasts send to everyone on the list

Step 7. Ensure your content material’s prime degree

Guarantee your content material bridges the hole between your organizational targets and your viewers’s data wants. Determine what data individuals have to assist your group actively. Create tips to your content material as a way to preserve high quality over time. 

Step 8. Keep compliant

GDPR (Normal Information Safety Regulation) is Europe’s present privateness regulation. Adopted in April 2016, it replaces the 1995 Information Safety Directive – and marks the largest change in information safety in 20 years. 

It is advisable adjust to the GDPR when: 

  • your group is predicated within the European Union (EU), 
  • you course of the non-public information of people within the EU. 

If you utilize GetResponse, your group can relaxation straightforward realizing that your – and your contact’s – information is secure, safe, and actively protected. 

For extra data relating to GDPR compliance, learn the GetResponse Earns Official Declaration of GDPR Compliance weblog.

Electronic mail advertising finest practices for non-profits

Beneath you’ll discover tried and examined methods to make use of emails and e-mail sequence to show contacts (your e-mail readers) into common donors. These concepts will allow you to kick off a very powerful elements of e-mail advertising. When you begin, you may benchmark e-mail outcomes towards your earlier expertise and enhance with each the instruments and messages.

1. Create e-newsletter templates 

A well-designed e-newsletter template is extraordinarily essential for e-mail advertising success, and right here’s a case examine with TechSoup Polska that proves it: 1200% enhance of orders worth from a e-newsletter over a 12 months.  

There are numerous elements to take into consideration when designing e-mail templates. In case you are enthusiastic about designing your first e-mail, it’s a good suggestion to make use of one of many pre-designed templates and customise it to your wants. 

Screenshot of predesigned email templates in GetResponse.
Predesigned e-mail templates in GetResponse.

Check out the foundations that TechSoup Polska follows whereas creating their newsletters: 

Construction. We divide our content material into sections to facilitate data comprehension. 

Consistency. We at all times use model colours and make the most of comparable graphic components. 

Readability. We try to maintain our newsletters clear and never overloaded with content material. 

Adjusting messages to the goal group. We direct particular content material to chose recipient teams (e.g. we inform customers of Google for Nonprofits about Google Advert Grants coaching). 

Image of newsletter templates used by TechSoup Polska.
Publication templates used by TechSoup Polska

Listed below are a number of items of recommendation from Liza Nema, Challenge Coordinator at TechSoup Polska, on find out how to put together knowledgeable e-newsletter template:

  • Take into consideration what sort of content material you’ll be sending to your recipients. 
  • Select a template. 
  • Customise the template in response to your wants – use e-mail editor to alter the colours to be according to your model, add logos and different graphic components. 
  • Add a call-to-action in order that your recipients can carry out the specified motion: donate cash, join an occasion, and so forth. 
  • Earlier than you ship your e-newsletter, examine its preview for desktop and cell gadgets. Ensure your campaigns each look and work nice.
  • Analyze statistics and modify your content material based mostly on that information. Examine your best-performing campaigns and select a benchmark e-mail for additional campaigns.
  • Don’t be afraid to experiment. It’s good to refresh your templates from time to time and bear in mind to keep up your basic model graphic components.

In case you’re searching for in-depth data on find out how to design nice e-mail advertising templates, you’ll benefit from the Electronic mail Design Finest Practices for 2022 article, the place Michael covers all the weather of an e-mail intimately.

2. Automate e-mail advertising communication

As soon as your e-newsletter template is prepared, you can begin automating your communication. You possibly can use situations, filters, and actions to construct automation workflows – automated communication flows. 

The purpose is to make use of automation to construct relationships with the individuals in your contact listing and assist them make the fitting choices. You possibly can talk together with your viewers with nice precision utilizing information saved in your account. You possibly can:  

  • Create automation occasions based mostly on customers’ conduct 
  • Take motion based mostly on chosen situations 
  • Use filters for much more exact concentrating on 
  • and so forth. 
An example of an automation template that allows splitting contacts after signup.
Automation template permitting you to separate contacts after signup to check which e-mail performs finest.

Automation lets you ship customized advertising experiences. You possibly can observe and price clients’ actions to create customized segments based mostly on particular information and standards. This manner, you may ship customized and related emails to your viewers.

When you automate your communication, you may observe efficiency, study out of your expertise and optimize the method. And most significantly, you save time and assets for different tasks.

Right here’s an excellent case examine displaying how an ecommerce promoting artisanal espresso makes use of automation to teach new contacts: 54% of gross sales because of the tutorial marketing campaign. 

Examples of emails in LandCafe's automation workflow.
Emails in LandCafe’s automation workflow

The marketing campaign was carried out in response to the Be taught -> Like -> Belief -> Purchase stream. As a non-profit, you may simply adapt this technique and convert it to Be taught -> Like -> Belief -> Donate.

3. Observe the outcomes of your e-mail advertising campaigns

There are a number of elements that contribute to efficient e-mail advertising communication. Take note of your on-line advertising statistics and use information to make higher choices. 

In the case of particular person emails, take note of engagement – a measure of how individuals work together together with your emails. The hottest engagement metrics are:

  • Open Fee: the share of contacts who open a selected e-mail out of your complete variety of subscribers. 
  • Click on-through price: the proportion of contacts who clicked on a hyperlink, CTA, or picture inside a specific e-mail. 
  • Conversion price: the proportion of contacts who full a purpose expressed by the decision to motion. 
  • Unsubscribe price: the proportion of contacts who’ve opted out from the mailing listing after an e-mail marketing campaign.

Engagement is additionally crucial to deliverability – the power to ship emails to subscribers’ inboxes. That’s another excuse to consistently seek for the most effective potential content material to your viewers. And information will help you with that.

In case you’d like to check your outcomes towards business benchmarks, right here’s the Electronic mail Advertising Benchmarks report providing a great deal of helpful insights into emails, advertising automation, touchdown pages, and webinars.

4. Discover bottlenecks and enhance e-mail advertising efficiency

It’s not potential to create a excellent e-mail advertising program or marketing campaign. There’s at all times room for enchancment. That’s why in your profession, you’ll see some nice, common, and fairly poor outcomes. And it’s completely OK so long as you continue to learn from your expertise and carry on testing new concepts.

The commonest points you observe at the start are:

Sluggish e-mail listing development. Constructing a listing organically with the target market takes time. However it doesn’t imply that it is best to sit and wait. Truly, there’s a lot you are able to do to pace up the list-building course of. You possibly can: 

  • add a pop-up kind to your web site: pop-up kinds are laborious to overlook, and when you clarify why becoming a member of your e-mail listing is a good suggestion, you may count on a excessive conversion price. 
  • run a contest: competitors could be each a sign-up incentive and an concept to have interaction together with your viewers. 
  • write a weblog publish: write about your group, highlighting certainly one of your key tasks. Add a sign-up kind or a hyperlink to your sign-up web page. 
  • add an opt-in hyperlink to your e-mail signature: I’m certain you ship plenty of emails each month. Ensure your recipients know they will sign-up for a e-newsletter.  
  • discover partnerships: discover individuals and organizations with an analogous target market and provide them visitor posts and joint e-mail campaigns. A powerful community of partnerships is extremely worthwhile. 
  • run a webinar: webinars are an effective way to construct a stable contact listing. Do the analysis and select a subject that’s attention-grabbing to your target market. Run promotional campaigns and invite individuals to register. Webinars are additionally excellent for content material partnerships. Staff up with different organizations to get in entrance of their viewers.

Learn extra to learn to construct an e-mail listing from scratch and find out how to create a popup in moments.

The next three KPIs would possibly relate to contact engagement. The important thing to a excessive engagement price is relevance. That’s why segmentation is so essential. In case you group contacts based mostly on their data wants and preferences, you’ll be capable to plan and ship communication they may interact with.

Low open price. Persons are more likely to open emails with the data they discover worthwhile. Be sure that the three components seen within the inbox earlier than opening an e-mail signify the contents of the message. The three components are: 

  • sender: be sure that individuals know that the e-mail comes from a good sender – you 
  • topic line: spark curiosity, draw consideration however check with the contents of the e-mail 
  • preheader: use this further house to clarify or broaden on the topic line

Low click-through price. Ensure your emails are mobile-friendly. Your name to motion ought to be clear and simple to observe. You possibly can run A/B assessments to search out out what content material and messaging engages your viewers most.

Low conversion price. Once you see that individuals open your emails and click on the supplied hyperlinks however don’t do the motion you have been hoping for (e.g. don’t register for dwell occasions, don’t donate) it is best to take a step again and look fastidiously at your worth proposition and viewers.

First, clearly clarify the targets of your group and the methods you’re going to realize them. Then put your message in entrance of the fitting crowd – search for people who find themselves more likely to assist your trigger. Ship the fitting message to the fitting individuals and simplify the donation course of – in order that it’s fast and simple.

Be aware: You’ll additionally wish to guarantee your e-mail listing is hygienic and properly maintained. To study extra about this, learn our e-mail listing administration information.

Inspiring examples of nonprofit emails

There’s no higher supply of inspiration than an excellent e-mail out of your business. And boy, are there many nice emails despatched by non-profit organizations! As soon as once more, we teamed up with Liza to point out you a number of inspiring examples from our inboxes:

Nonprofit e-mail advertising instance 1: Kiva

An email from Kiva.
An e-mail with a quick abstract of 2020 and inviting supporters to start out 2021 sturdy 

What is that this e-mail marketing campaign about?

Kiva is a nonprofit group that permits you to simply mortgage cash to individuals that can’t get a mortgage from a financial institution.

This marketing campaign offers a abstract of their campaigns in 2020, highlighting how many individuals supported them, how a lot cash they’ve donated, and what number of loans they’ve made.

What’s so go about this e-mail marketing campaign?

After getting the recipients enthusiastic about how a lot affect they’re making, the e-mail leads you to a single CTA, letting you lend cash instantly.

It is a nice tactic that may assist nonprofit organizations interact their viewers higher and collect extra donations from their supporters.

Nonprofit e-mail advertising instance 2: Kiva

A fundraising email.
An e-mail that includes the loans nearing the tip of their fundraising interval

What is that this e-mail marketing campaign about?

This e-mail marketing campaign tells the story of certainly one of many individuals whose life modified after they obtained a mortgage from Kiva.

What’s so go about this e-mail marketing campaign?

Generally it’s laborious to get your donors engaged in your trigger. What will help is sharing a relatable story that reveals the true affect a single donation could make.

On this e-mail marketing campaign, Kiva not solely reveals an instance of an individual whose life modified after they obtained a mortgage but in addition suggests which loans are about to run out.

It is a nice tactic that may drive quick responses from individuals who could in any other case hesitate to take motion.

Nonprofit e-mail advertising instance 3: Movember

Movember email raising awareness.
An e-mail sharing the mission and progress the Movember basis made up to now earlier than the World Most cancers Day

What is that this e-mail marketing campaign about?

Movember is the main charity altering the face of males’s well being globally, specializing in psychological well being and suicide prevention, prostate most cancers, and testicular most cancers.

This e-mail marketing campaign shares the mission and progresses the Movember basis made up to now earlier than World Most cancers Day.

What’s so go about this e-mail marketing campaign?

With this e-mail, Movember manages to drive consciousness amongst individuals who won’t in any other case know the model’s mission. What’s value noting is that they’re doing this round World Most cancers Day, which takes place in February, fairly than November that’s usually related to the charity.

Nonprofit e-mail advertising instance 4: Movember

An email with research and health projects funded by donors.
An e-mail displaying groundbreaking analysis and well being tasks funded by donors

What is that this e-mail marketing campaign about?

This e-mail reveals a abstract of all of the groundbreaking analysis and well being tasks that have been funded by individuals supporting the Movember trigger.

What’s so go about this e-mail marketing campaign?

There’s no higher solution to get your supporters and donors engaged than to point out them they’re making an actual affect by becoming a member of your trigger. This e-mail does it properly. Not solely is informative but in addition very well-designed. As well as, the e-mail ends with one major CTA – make a $50 donation – that’s laborious to overlook or ignore.

Again to you

In conclusion, e-mail advertising is usually a highly effective software for nonprofit organizations to succeed in their target market, promote their mission, and drive donations. By following the most effective practices outlined on this article, you may create efficient e-mail campaigns that resonate together with your subscribers and obtain your group’s targets.

Keep in mind to maintain your emails customized, partaking, and visually interesting, and don’t neglect to trace your metrics to optimize your campaigns frequently.

Lastly, take into account that constructing a powerful e-mail listing takes effort and time, so be affected person and chronic in your efforts. With the fitting technique and instruments, e-mail advertising is usually a worthwhile asset to your nonprofit group and allow you to make a significant affect on the world.

Professional tip 💡 Are you prepared to start out your personal campaigns? Be sure you take a look at the low cost for e-mail advertising companies for nonprofit organizations, and see you in our inboxes!

This text was final up to date in March 2023.