Nonprofit email marketing is cost-effective for communicating with volunteers, members, and donors, improving fundraising efforts, and establishing long-term relationships with constituents.

By sharing relevant content and personalized emails, nonprofit organizations can maximize donations and membership signups using this digital marketing technique.

This guide explores why email marketing matters for nonprofits, the best practices for nonprofit email marketing, examples to follow, and the top metrics to track.

Why Email Marketing Still Matters for Nonprofits?

Email marketing remains a critical tool for nonprofits because it offers a direct, cost-effective way to communicate with potential donors, members, and volunteers and build lasting relationships. Unlike social media, where algorithms limit organic reach, email provides nonprofits a reliable channel to ensure their message reaches their audience.  

By offering personalized content, nonprofits can foster deeper connections and increase donor and member retention rates. Additionally, email enables nonprofits to segment their audiences, sending targeted messages that resonate with specific groups, whether donors, event participants, new members, or volunteers. 

Email also provides a platform for fundraising appeals, event invitations, and educational content, making it an essential tool for driving participation and engagement.

Key Benefits of Nonprofit Email Campaigns

These are the top advantages of nonprofit email campaigns, and these strategies can help you improve revenue, track key performance indicators (KPIs), and drive awareness.

High ROI

Email marketing for nonprofits is a cost-effective communication tool, delivering a high return on investment (ROI). 33% of donors prefer email communication and say this channel will inspire them to donate or become members. Beyond email being the best way to connect with your target audience, this channel is less costly than direct mail. 

Direct mail involves printing, designing, and postage expenses, whereas email marketing has minimal costs once you’ve established your mailing list. Email marketing accounts for 16% of online fundraising, highlighting the importance of an email marketing strategy for your nonprofit organization. 

Personalization

Email marketing tools allow you to segment your email list to target specific subscribers. This feature is valuable for nonprofit organizations because it enables greater personalization. You can tailor your campaigns, email subject lines, and content for specific target audience groups. 

For example, if subscribers have been on your email list for a long time but haven’t donated or become members, you can create a drip campaign to engage them and push them to conversion. 63% of nonprofits use personalization in email marketing, and subscribers are 26% more likely to open emails with personalized subject lines.

Awareness and Education

Email marketing campaigns are a fantastic way to keep your target audience aware of your organization’s progress and activities. You can also share content to educate subscribers on your organization, mission, and social impact. 

In other words, you have a direct communication channel to share content that proves why people should support your mission. Because of this, focus on a solid email marketing strategy emphasizing constant contact with your subscribers and tailored content showcasing your mission and the difference supporters’ donations make. 

Measurable Results

Most email marketing platforms offer robust tracking and analytics so you can measure your email marketing efforts. You can generate reports to evaluate key metrics, such as your open rate, click-through rate (CTR), bounce rate, growth rate, etc. 

These analytics also provide more insights into your target audience, whether targeting the right subscribers or creating content that resonates with and engages them. 

Best Practices for Building and Growing Your Nonprofit Email List

These are the best practices for building and growing your nonprofit email list.

Use Website Signup Forms

Your website is a great place to gain subscribers and grow your email list. Create signup forms and place them on your most high-converting web pages, like your homepage, donation and membership page, and other high-traffic landing pages. 

Ensure your signup forms are concise and engaging, with a clear CTA that directs web visitors to subscribe to your email list. This simplifies collecting email addresses as your signup forms automatically pop up when web visitors enter specific pages. 

Here are expert tips for email marketing website signup forms:

• Keep the form Simple and Focused. Your form should get straight to the point, avoiding fluff and unnecessary information that distracts the reader instead of driving them to subscribe. 
• Highlight the Value of Signing Up: Explain what your subscribers will receive and how often. For example, they’ll receive monthly updates on how their support changes lives. Be transparent in what your subscribers will receive after signing up for the mailing list, and deliver that content. 
• Make It Mobile-Friendly: With so many users accessing the internet via mobile devices, optimizing your signup forms for mobile subscribers is critical. 
• Use a Clear, Compelling (call-to-action) CTA: Your CTA must be clear, concise, and benefit-oriented. Instead of “subscribe,” you could use “Join the Movement” or “Get Impact Updates.” 

Leverage Events

In-person and online fundraising campaigns are another effective way to build your email list. Your audience will be centralized, making it easier to engage with them and highlight the benefits of joining your email list. 

Rather than waiting for them to visit your website or interact with your organization, you can make the first move.

These are a few strategies to build your email list at in-person and online events:

• Host Giveaways: Giveaways are effective for building your email list through events. Everybody loves the chance to win a prize, especially if it’s valuable and tailored to their target audience’s interests. You could offer them branded water bottles, cooler bags, gift baskets, or classes and workshops. To enter, they must provide their personal information, including their email address. 
• Integrate Registration with Email Signup: When attendees register for your event, have them use their email address. They will do this if they are genuinely interested in your event. The trick is to make this process as effortless as possible and create a drip campaign tailored to engage and inform these subscribers pre- and post-event. 
• Offer Multiple Signup Options: Give attendees various signup options to make it easy for them to give you their email addresses. You can use a handwritten sheet or station an iPad or laptop at your table.
• Use QR Codes: Leveraging QR codes is another critical component of your email marketing strategy. These codes streamline email address collection because they are easy to use. Add QR codes to all your marketing materials: flyers, posters, your program, and direct email. Ensure you add a clear and engaging CTA. 
• Provide Post-Event Email Signup Options: No matter your efforts to collect email addresses, some attendees won’t join your mailing list. Use social media to re-engage these attendees and remind them to subscribe. 

Offer Lead Magnets

When you interact with users through your website or social media, offer them lead magnets in exchange for their email addresses. This works because you give users a reason to join your mailing list, rather than just asking them for their email addresses. 

It’s essential to make your lead magnets valuable and personalized to specific groups of your target audience. 

For example, new donors or members may not know how online donations or membership signups work, and you could provide a guide explaining this and what impact their participation makes. Another example is offering an information pack to potential volunteers who may not have the funds to donate but want to get involved. 

Tips for nonprofit lead magnets to build your email list:

• Offer Exclusive Content: Create ebooks or guides that educate your audience on your cause and use these as lead magnets. You can also use whitepapers that offer in-depth research and data about your focus area. These lead magnets establish credibility and engage subscribers who want valuable knowledge and information. 
• Create Checklists or Cheat Sheets: Checklists and cheat sheets can be fun ways to get potential subscribers to join your email list. Examples of these lead magnets include “10 Steps to Sustainable Living,” “Volunteer Checklist: How to Make a Difference,” and “Annual Donor Preparation Checklist.”
• Run a Free Challenge: Offer a time-bound challenge that resonates with potential donors, volunteers, and members and convinces them to join your mailing list. You could host an environmental challenge, a fitness challenge, etc.—any topic reflecting your mission. 
• Offer Impact Reports or Case Studies: Share success stories and impact reports to showcase the value of your supporters’ donations, volunteering, and memberships. These lead magnets are a great way to show how your organization makes a difference. 

Use Social Media Marketing 

Social media marketing is another element of a great email marketing strategy. Your followers are already interested in your brand and mission, making them the perfect candidates for subscribers. It’s also easier to use social media to grow your email list because your target audience is all gathered in one place. 

However, to see a significant increase in your email list, you need a strong social media presence and engaging content. So, before trying to secure subscribers on social media, ensure you have a consistent presence and know how to navigate the platforms your audience is active on.

How to use social media for nonprofit email marketing list growth:

• Promote Email Sign-Up Forms on Social Media Platforms: Regularly share links to your email signup forms or dedicated landing pages across all your social networks. This keeps reminding your followers to join and subscribe to your email list. 
• Create Engaging Social Media Contests or Giveaways: Run contests and giveaways on social media that require users to provide their email addresses to enter. Ensure your prize is alluring enough to engage with your audience. 
• Use Lead Generation Ads: Instagram and Facebook offer built-in lead generation ads, allowing users to join your email list directly from the ad. These mobile-friendly ads are easy to navigate, so users don’t have to leave the app to enter their email address.
• Collaborate with Influencers and Partners: Working with industry influencers and partners helps you build credibility and expand your reach. Ensure the people you work with share your vision and mission. 

Ensure GDPR Compliance

GDPR compliance means having a clear policy link or checkbox explaining how subscribers’ emails will be used and getting their consent. 

You can’t skip this step, as you could face fines or hefty penalties. Check the compliance requirements for your region and ensure your email marketing campaigns adhere to them. 

However, most email marketing tools automate this for you and ensure all your email marketing efforts are above board. That said, it’s still your organization’s responsibility to ensure yoy undersand GDPR compliance and how to handle and secure your subscribers’ information.

Types of Marketing Emails Every Nonprofit Should Send

Here are a few types of emails every nonprofit organization should use.

Welcome Emails

Automated welcome emails are the first emails your subscribers will receive from your organization. They introduce new subscribers to your mission, values, and how they can get involved. You can use these emails to thank your subscribers for joining your mailing list and get them excited about all the content you will share with them. 

Welcome emails are effective for your email strategy because they make subscribers feel appreciated and engage with them immediately.

Impact Updates

Impact updates are emails unique to nonprofit marketing. These emails share stories, statistics, and visuals that showcase the tangible effects of donations or programs. Subscribers can see the real-world outcomes of their donations and support, how this helps progress your mission, and how it improves the lives of others. 

Fundraising Appeals

Email fundraising appeals are another type of email specifically for nonprofit organizations. You can send targeted donation requests with clear CTAs and urgency when appropriate. These emails are ideal in drip campaigns when subscribers are ready to donate or to convince members who have not yet donated but have engaged with your email content. 

Event Invitations

Email newsletters invite subscribers to webinars, upcoming events, or volunteer opportunities. Ensure you send these emails to segmented email lists so the subscribers who receive them will be interested in these opportunities and events. Create excitement in these newsletters and tell subscribers why they should accept these invitations and what they can expect. 

Newsletters

Regular newsletters are critical to keeping your email list engaged in your organization. You can share news, success stories, upcoming initiatives, and ways to help. While it may seem overwhelming to brainstorm content for regular newsletters, repurpose content from your social media channels and blog. 

Thank You Emails

These emails are paramount as donors need to be thanked after you’ve received their donations. This goes unsaid for in-kind contributions, and you’d also need to thank your supporters for volunteering or helping your initiatives in any way. Show appreciation to these subscribers and share the impact of their contributions. 

Re-engagement Emails

Reach out to inactive email subscribers with compelling reasons to stay connected. Some subscribers will lose interest in your content, and you must try to win them over through these emails. Share your most engaging content and create exclusive rewards, giveaways, and contests just for this segment of subscribers.

Common Email Mistakes Nonprofits Should Avoid

While nonprofit email marketing is valuable for success, there are several mistakes you should avoid to ensure excellent performance. These are the top email marketing mistakes and how to avoid them:

• Neglecting Mobile Optimization: Mobile users account for over 40% of email opens, so ensure your email marketing campaign is optimized for these users. Ultimately, all your marketing campaigns and materials should be accessible via mobile. 
• Using a Generic Subject Line: An unsparing or generic subject line will not convince subscribers to open your emails and take action. Your subject lines should always be personalized to make your subscribers feel special and optimize your open and conversion rates. 
• Overloading the Email with Too Much Information: Keep your email content concise and focus on the details that matter. Including too much information will make it more challenging for subscribers to understand the value of your email and what action they must take. Compelling content leads to action! 
• Failing to Segment Your Audience: Segmenting your email list is critical for personalization. Not all your subscribers are in the same stage of your marketing funnel, so you need to segment them so they receive tailored marketing materials to move them to the next stage. 
• Lacking a CTA: Your emails should have one clear and compelling Call-to-Action (CTA) that evokes subscribers’ action. 
• Not Testing Your Emails: Use A/B testing to test your emails and determine the best-performing subject lines, formats, and content. Your email marketing will require trial and error before you know what works, but A/B testing can put you on the right path.
• Not Cleaning Your Email List: Keep your email list clean by regularly removing inactive subscribers and checking for invalid email addresses that bounce. This approach improves the quality of your outreach. 

Choosing the Right Email Marketing Platform

You need a robust and reliable email marketing platform for your email campaigns. Here is how you pick the right email marketing software.

Budget and Pricing

Consider your budget when looking for an email marketing service, and ensure that the platform you choose offers competitive pricing that works for your business in the long run. Most email marketing solutions provide different pricing options based on your email list growth or business type, so choose a provider that can scale with your email marketing demands. 

It’s best to test a platform using a free trial before committing – this allows you to be sure of your choice. 

Ease of Use

Successful nonprofit email marketing involves many components; your chosen platform should simplify this. Email marketing software should be easy to use and navigate. Features like a drag-and-drop editor, pre-built templates, and intuitive analytics make email marketing easier. Your platform must also offer effortless channels to get support and resources.

Segmentation and Personalization

Another essential element for email marketing software is robust segmentation and personalization. These features must be advanced, making it easier to target specific subscribers and manage segment lists. Your platform must have capabilities to personalize emails and segment subscribers based on data like name, donation history, etc. 

Automation and Workflow Features

Email marketing automation is crucial to streamline your marketing efforts. These features allow you to engage and nurture your email list without manually sending emails, which saves you time and reduces manual errors. Look for platforms that offer automation and workflow features, like triggered email campaigns, autoresponders, automated segmentation, and pre-built workflows. 

Integration with Other Tools

You’ll want a platform that seamlessly integrates with your nonprofit’s customer relationship management (CRM) software, donation tools, and social media platforms. These features make it easy to share email campaigns on different platforms. 

Ensure your email software offers pre-built integrations with your nonprofit’s fundraising tools, donor management platform, and social media management tools.

Analytics and Reporting

Another crucial feature your email platform must provide is in-depth analytics and reporting. You need access to detailed analytics to evaluate the effectiveness of your email campaigns and make data-driven decisions. It should also be easy to generate custom reports and understand reporting dashboards. 

Email Design and Copywriting Tips That Convert

Your email design and copy can make or break your email marketing performance. These are the top tips for results-driven email marketing design and copywriting.

• Keep It Simple and Clean: Your email design and copywriting should be direct and straightforward. Don’t overcrowd your copywriting with excessive text, images, or colors. Your copy should be easy to read and navigate. 
• Maintain Consistent Branding: Your branding must be consistent throughout your email design and copy. This builds credibility and recognition, as your subscribers should always feel connected to your brand through every email. 
• Use High-Quality, Relevant Images: Avoid low-quality or irrelevant images. The right images can create an emotional connection with your subscribers, making them more likely to engage with your content. 
• Optimize for Accessibility: Don’t overlook accessibility needs. Ensure your email designs are accessible to donors with disabilities. This will make reading and engaging with your content easier for a broader audience. 
• Focus on Benefits, Not Just Features: Your copy should not overwhelm your audience with what your nonprofit does, but instead emphasize your impact on the world around you. Emphasize how your subscribers make a difference and the core advantages of helping your organization. 
• Create Urgency or FOMO: Creating urgency or FOMO motivates immediate action. Although you should not come across as too salesy, you should also not be passive in your copy. 
• Be Transparent and Honest. Don’t overpromise or set unrealistic expectations. Be clear about how donations will be used and offer updates on past projects. Honesty and transparency build trust with your donors and add credibility to your organization. 

Real Examples of High-Impact Nonprofit Emails

These are a few examples of high-impact nonprofit emails and how to use these techniques for your campaign.

Second Harvest

Here’s an example of a donor appreciation story from Second Harvest, Canada’s largest food rescue organization. While this email is quite lengthy, it delivers a powerful story of one of Second Harvest’s donors and the significant impact she made on this organization’s community. 

When learning about this donor, subscribers want to make an impact like hers. This email aims to inspire and motivate subscribers to join your organization. While personable and emotional, this newsletter lets current donors know you appreciate them.

Key Takeaways:

• Emotionally driven storytelling.
• The copy is directed and uses a heartwarming image of the donor to create personal connections with the subscribers.
• This newsletter doesn’t focus on Second Harvest’s work but instead on the impact of its donor community.

Dollars to Projects

This progress update email newsletter, sent by Charity: Water, informs subscribers of how their support and donations are making a difference. It is an excellent way to retain subscribers who want to be updated after joining your email list.

This newsletter jumps directly into the progress report, includes visually appealing images, and tracks the project timeline. Subscribers can also see which campaign they donated to and how much they donated, delivering complete transparency.

Key Takeaways:

• Strategically placed visuals that improve readability.
• Transparent project timeline.
• Engaging and attention-grabbing headings and copy. 

Measuring Email Campaign Success and Key Metrics to Track

Here are the metrics to measure your email marketing success and what they mean.

Open Rate

Your open rate is the percentage of recipients who opened your email out of the total number of people who received it. This metric indicates the effectiveness of your subject line and the initial interest in your email.

The average open rate for nonprofit email marketing is around 46.49%. 

Click-Through Rate (CTR)

The CTR is the percentage of recipients who clicked on one or more links within the email (such as donation buttons or calls to action). This metric informs you of how well your email content engages recipients and drives them to take action. 

On average, nonprofits have a click-through rate of about 3.27%.

Conversion Rate

Another critical metric is your conversion rate. It is the percentage of recipients who completed a desired action after clicking through your email, such as donating, signing up for an event, or volunteering. This metric measures the ultimate success of your email marketing campaign and how well it drives specific outcomes. 

The average conversion rate for nonprofit emails is 3-4%.

Bounce Rate

The bounce rate is the percentage of emails not delivered to recipients’ inboxes, either because the email address was invalid (hard bounce) or the recipient’s inbox was full (soft bounce). A high bounce rate can indicate poor list quality or deliverability issues you must address. 

You should aim to keep your bounce rate above the industry average of 1.72%. 

Unsubscribe Rate

Another crucial metric to track for nonprofit email marketing is the percentage of recipients who unsubscribed from your email list after receiving your email. An unsubscribe rate higher than this can mean your email content doesn’t resonate with your audience, or you are emailing too frequently.

The average unsubscribe rate for nonprofits is 0.18%. 

List Growth Rate

Your list growth rate is the percentage of new subscribers added to your email list over a specific period. A healthy email list growth rate is 4%, and this metric shows how effective your list-building efforts are. 

Forwarding/Sharing Rate

The forwarding/sharing rate is the percentage of recipients who forwarded your email to a friend or shared it on social media. This metric helps assess the viral potential of your email content, especially when you have a strong call to action or shareable content. 

You should aim for a rate between 0.5% and 2%. 

Engagement Over Time

This metric tracks how recipients interact with your email content over time (e.g., after they click links or donate). You need to track this KPI to determine whether your campaign creates long-term engagement with your audience. To evaluate your engagement over time, check how your open rate, CTR, and conversion rates have changed. 

Maximizing Email Marketing for Engagement with NextGen

Email marketing is critical for cost-effective engagement with nonprofit subscribers. This communication channel can share progress updates, send event invites, and distribute marketing materials to build a thriving donor community.

To get the most out of nonprofit email marketing, use lead magnets, personalize your emails, and use social media marketing and website signup forms for lead building. You must use many different types of emails and critical metrics to track success.

Is your nonprofit ready to start email marketing? Contact NextGen Fundraising today and let our team of experts help you!