Charitable Contributions Begin with the Right Messaging
Email marketing forms the bedrock of nonprofits’ fundraising initiatives. Estimates peg the number of email users at 4 billion, with many more waiting in the digital wings.
The sheer breadth of email usage is astonishing, making it the preferred marketing resource for nonprofit fundraisers. The ubiquity of email makes it the go-to selection for nonprofit organisations.
Believe it or not, even the cheapest email marketing platforms allow direct communication with the target audience. That means there’s unimpeded communication between the fundraiser and the donors.
With trusted email providers, the risk of emails being relegated to spam folders is minimal, ensuring trust between parties. Direct marketing, with personalised messaging based on market segments, is the most successful method of delivering the right messages to the right people.
Tailored email marketing messaging is designed to increase the likelihood of donations. Messages must resonate with recipients to elicit an emotional response.
With donation requests, the cause is the concern, and the donation is the salvation. Effective email marketing connects the dots and seals the deal.
Personalised email marketing increases the likelihood of receiving donations.
A Curated Email Marketing List
Of course, email marketing campaigns do not take place in a vacuum. It’s impossible to run a successful campaign without reliable email marketing lists.
The veritable email list is sacrosanct. It must reflect the values and mission of the charitable initiative.
It must be structured to mirror the donors' values. Whether it’s fighting children’s diseases, wildlife conservation, educating polluters about global warming, or drumming up interest in social change; whatever the cause, it must resonate with the email list of supporters.
Various initiatives are available to weed out like-minded individuals who are prepared to champion these initiatives.
Examples include social media platforms to drive registrations, newsletters, threads, Facebook groups, in-person events, virtual meetings, or similar initiatives.
Every messaging channel must showcase a clear and compelling CTA. The better, the more high-quality potential donors who sign up for the course.
The goal is always to maximize email conversion rates, not just one sizeable donation and a sub-optimal email marketing campaign.
How to Create Compelling Email Content
The first point of call is a reliable, up-to-date email list. Next on the agenda is the content that fills the email.
Compelling quantity must be created since this is the only material that will resonate with email subscribers. It must motivate them to donate money.
A/B testing of different emails is one of several effective methods available, as is storytelling.
Whatever method is used, it’s important that the message is authentic, heartfelt, and sincere.
It’s always encouraging when email marketing for fundraisers features success stories of completed initiatives. Donors like to know that they are making a difference, and a well-crafted email extolling these virtues goes quite the distance.
Multimedia material can be incorporated into email messaging to sway opinion with meritorious content.
Whenever material elicits a favorable emotional response, it’s already on the path to a successful outcome.
Consistency, frequency, and messaging should maintain a sense of community within the email list. Nobody wants to be overburdened with emails requesting donations.
It’s essential to balance keeping people abreast of developments and requesting donations at opportune times.
Automation with Marketing Emails
Ask any nonprofit organisation that has run a successful email or marketing campaign – email automation works. It’s so successful that it’s been dubbed a game changer.
Automated email sequences can ensure that supporters of causes are kept up to date with the latest developments.
Also, ensure timely follow-ups with recipients. Appreciation-based automation is hugely popular and certainly winning favor with donors.
For example, an automated email thank you prompt with a heartfelt message is always a good idea whenever a donation is made.
As with all marketing materials, requests for donations must be coupled with well-constructed CTAs. These are the bread and butter of marketing campaigns, known as seal-the-deal CTAs.
All calls to action must be prominently displayed in the body of the email so that it is easy to donate.
Quick-click functionality and hassle-free donations are the gold standard. Some CTAs offer additional information to donors before they are ready to donate to the cause.
Every email marketing initiative should be analysed at the end of the marketing campaign. Did it meet the pre-stated objectives as stated at the outset? If it deviated from the plan, why did that happen?
Overall, email marketing is the most effective channel for soliciting donations. It instantly connects an organisation with its donor base and can build trust, confidence, and familiarity.
By crafting compelling marketing messages with powerful CTAs, audiences are more likely to support a cause in more ways than one.
About the author
Luisa Gatward
Our Head of Operations, Luisa is responsible for the smooth running of all operations including marketing and partner relationships. Having started working for TheGivingMachine in 2010, she has seen our Charity grow and develop into what we have today.