March 28, 2023

E mail advertising can do wonders for nonprofit organizations.

From spreading consciousness and constructing relationships with subscribers to turning supporters into donors. E mail advertising can assist you obtain all these targets.

For those who’ve by no means run electronic mail campaigns earlier than, otherwise you’ve performed some however wish to make sure you’re doing it appropriately, you’re in the best place.

Via this text, we’d like to assist your nonprofit group begin utilizing electronic mail advertising to its fullest potential.

Beneath, we’ve gathered all the most effective practices, ideas, and nonprofit electronic mail marketing campaign concepts to encourage your individual campaigns.

Let’s begin by reviewing the explanation why electronic mail advertising is efficacious for nonprofits.

Desk Of Contents

Editor’s observe

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

Table of Contents

Why is electronic mail advertising important for nonprofit organizations? 

1. Most of us have an electronic mail handle 

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

2. E mail is private

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

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

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

3. E mail advertising is cost-effective

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

For those who’ve acquired somebody’s permission to contact them by way of electronic mail, you’re virtually assured to succeed in their inbox, offered that you simply comply with electronic mail advertising greatest practices.

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

Free Email Templates in GetResponse.
Examples of free electronic mail templates in GetResponse

Additionally, the variety of emails you ship doesn’t influence the associated fee. This fashion, you may deal with constructing your listing with people who find themselves prone to turn out to be common donors and run a number of campaigns to attain that purpose.

For those who’re on the lookout for a trusted answer, we propose you try GetResponse. As a non-profit, you’re eligible for a 50% discount on electronic mail advertising providers.

For those who’d quite store round, right here’s a helpful listing of the most effective publication software program, together with data on the options they provide.

4. E mail supplies a excessive return on funding

In response to a current examine by DMA, the common electronic mail ROI is 38:1. Which means for each greenback you make investments in electronic mail advertising, you may count on 38 {dollars} in return. And should you repeatedly run A/B checks in your emails, you may generate an much more spectacular return in your funding. 

Which means you received’t have to fret concerning the value of electronic mail advertising software program. As an alternative, you’ll have the ability to calculate the return on funding from the instruments included in your plan, e.g., webinars, touchdown pages, and automatic emails.

5. Measurable outcomes

E mail advertising is a extremely measurable advertising channel.

Of their analytics dashboards, electronic 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 electronic mail analytics dashboard.

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

Most necessary electronic mail advertising instruments for non-profits

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

E mail advertising platform

Skilled electronic mail publication 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

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

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

Types and popups

A subscription type is a type situated 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 type is opting-in supporters to your mailing listing.

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

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

Touchdown pages

A touchdown web page is a straightforward web site with a transparent name to motion. You need to use drag and drop editor to create efficient fundraising touchdown pages. Give individuals a purpose to donate by demonstrating the influence 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. All the time current the advantages of signing up on your publication, e.g., that you simply’ll inform donors how their cash is spent and what influence it has on the trigger.


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

A helpful function it’s best to contemplate are on-demand webinars. You possibly can document stay 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 International web site

Paid Adverts

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

Web site Builder

Having a devoted web site on your nonprofit group can actually set issues in movement. An internet site supplies a real base of operations for your entire on-line endeavors. For those who’re on the lookout for a nonprofit web site builder, strive 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.

Easy methods to begin with electronic mail advertising in a non-profit?

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

Comply with these steps to arrange your nonprofit electronic mail advertising technique for achievement.

Step 1. Construct your electronic mail listing

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

Step 2. Get to know your viewers

E mail shouldn’t be 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 you realize what your viewers is about, you may create content material they’ll have interaction with.   

Step 3. Construct consciousness about your trigger

Share your mission, targets, and tasks with the goal viewers. Be sure everyone is aware of what your group is about and be part of the trigger.

Step 4. Hold your viewers knowledgeable

lead by instance. For those who name for motion, present that you’re all about motion your self. Share venture statuses and supply a abstract with key data as soon as they’re accomplished. Being clear about your tasks supplies context for nice content material concepts and helps your group achieve credibility.  

Step 5. Gather donations 

invite contacts to assist your non-profit financially. You possibly can A/B check campaigns for one-off and recurring donations and shortly 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), electronic mail engagement, and their place within the funnel (contact, one-time donor, common donor, and many others.)

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

Step 7. Be sure your content material’s prime degree

Guarantee your content material bridges the hole between your organizational targets and your viewers’s data wants. Work out what data individuals have to assist your group actively. Create tips on your content material so to preserve high quality over time. 

Step 8. Keep compliant

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

You must adjust to the GDPR when: 

  • your group relies within the European Union (EU), 
  • you course of the private information of people within the EU. 

If you employ GetResponse, your group can relaxation straightforward figuring out that your – and your contact’s – information is protected, safe, and actively protected. 

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

E mail advertising greatest practices for non-profits

Beneath you’ll discover tried and examined methods to make use of emails and electronic mail collection to show contacts (your electronic mail readers) into common donors. These concepts will assist you to kick off crucial facets of electronic mail advertising. When you begin, you may benchmark electronic mail outcomes towards your earlier expertise and enhance with each the instruments and messages.

1. Create publication templates 

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

There are various facets to take into account when designing electronic mail templates. If you’re enthusiastic about designing your first electronic 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 electronic 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 parts. 

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.
E-newsletter templates used by TechSoup Polska

Listed below are just a few items of recommendation from Liza Nema, Venture Coordinator at TechSoup Polska, on  put together an expert publication template:

  • Take into consideration what sort of content material you’ll be sending to your recipients. 
  • Select a template. 
  • Customise the template in line with your wants – use electronic mail editor to alter the colours to be in step with your model, add logos and different graphic parts. 
  • Add a call-to-action in order that your recipients can carry out the specified motion: donate cash, join an occasion, and many others. 
  • Earlier than you ship your publication, examine its preview for desktop and cell gadgets. Be sure your campaigns each look and work nice.
  • Analyze statistics and modify your content material based mostly on that information. Verify your best-performing campaigns and select a benchmark electronic mail for additional campaigns.
  • Don’t be afraid to experiment. It’s good to refresh your templates every so often and keep in mind to take care of your basic model graphic parts.

For those who’re on the lookout for in-depth data on design nice electronic mail advertising templates, you’ll benefit from the E mail Design Finest Practices for 2022 article, the place Michael covers all the weather of an electronic mail intimately.

2. Automate electronic mail advertising communication

As soon as your publication template is prepared, you can begin automating your communication. You possibly can use circumstances, 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 best choices. You possibly can talk along with your viewers with nice precision utilizing information saved in your account. You possibly can:  

  • Create automation occasions based mostly on customers’ habits 
  • Take motion based mostly on chosen circumstances 
  • Use filters for much more exact concentrating on 
  • and many others. 
An example of an automation template that allows splitting contacts after signup.
Automation template permitting you to separate contacts after signup to check which electronic mail performs greatest.

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

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

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

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

The marketing campaign was carried out in line with the Be taught -> Like -> Belief -> Purchase circulate. 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 electronic mail advertising campaigns

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

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

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

Engagement is additionally important to deliverability – the flexibility to ship emails to subscribers’ inboxes. That’s one more reason to always seek for the most effective attainable content material on your viewers. And information can assist you with that.

For those who’d like to check your outcomes towards trade benchmarks, right here’s the E mail Advertising and marketing Benchmarks report providing a great deal of helpful insights into emails, advertising automation, touchdown pages, and webinars.

4. Discover bottlenecks and enhance electronic mail advertising efficiency

It’s not attainable to create a good electronic 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 quite poor outcomes. And it’s completely OK so long as you continue learning from your expertise and carry on testing new concepts.

The commonest points you observe at the start are:

Gradual electronic mail listing development. Constructing an inventory organically with the target market takes time. Nevertheless it doesn’t imply that it’s best to sit and wait. Really, there’s a lot you are able to do to velocity up the list-building course of. You possibly can: 

  • add a pop-up type to your web site: pop-up kinds are arduous to overlook, and should you clarify why becoming a member of your electronic 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 thought to have interaction along with your viewers. 
  • write a weblog publish: write about your group, highlighting one among your key tasks. Add a sign-up type or a hyperlink to your sign-up web page. 
  • add an opt-in hyperlink to your electronic mail signature: I’m certain you ship quite a lot of emails each month. Be sure your recipients know they’ll sign-up for a publication.  
  • discover partnerships: discover individuals and organizations with the same target market and supply them visitor posts and joint electronic mail campaigns. A robust community of partnerships is extremely invaluable. 
  • run a webinar: webinars are a good way to construct a stable contact listing. Do the analysis and select a subject that’s attention-grabbing on your target market. Run promotional campaigns and invite individuals to register. Webinars are additionally good for content material partnerships. Workforce up with different organizations to get in entrance of their viewers.

Learn extra to learn to construct an electronic mail listing from scratch and create a popup in moments.

The next three KPIs may relate to contact engagement. The important thing to a excessive engagement price is relevance. That’s why segmentation is so necessary. For those who group contacts based mostly on their data wants and preferences, you’ll have the ability to plan and ship communication they may have interaction with.

Low open price. Individuals are prone to open emails with the data they discover invaluable. Guarantee that the three parts seen within the inbox earlier than opening an electronic mail symbolize the contents of the message. The three parts are: 

  • sender: make sure that individuals know that the e-mail comes from a good sender – you 
  • topic line: spark curiosity, draw consideration however discuss with the contents of the e-mail 
  • preheader: use this additional area to clarify or develop on the topic line

Low click-through price. Be sure your emails are mobile-friendly. Your name to motion ought to be clear and straightforward to comply with. You possibly can run A/B checks to seek 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 offered hyperlinks however don’t do the motion you had been hoping for (e.g. don’t register for stay occasions, don’t donate) it’s 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 attain them. Then put your message in entrance of the best crowd – search for people who find themselves prone to assist your trigger. Ship the best message to the best individuals and simplify the donation course of – in order that it’s fast and straightforward.

Notice: You’ll additionally need to guarantee your electronic mail listing is hygienic and effectively maintained. To study extra about this, learn our electronic mail listing administration information.

Inspiring examples of nonprofit emails

There’s no higher supply of inspiration than a terrific electronic mail out of your trade. 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 just a few inspiring examples from our inboxes:

Nonprofit electronic mail advertising instance 1: Kiva

An email from Kiva.
An electronic mail with a quick abstract of 2020 and inviting supporters to begin 2021 sturdy 

What is that this electronic mail marketing campaign about?

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

This marketing campaign supplies 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 electronic mail marketing campaign?

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

This can be a nice tactic that may assist nonprofit organizations have interaction their viewers higher and collect extra donations from their supporters.

Nonprofit electronic mail advertising instance 2: Kiva

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

What is that this electronic mail marketing campaign about?

This electronic mail marketing campaign tells the story of one among many individuals whose life modified after they acquired a mortgage from Kiva.

What’s so go about this electronic mail marketing campaign?

Generally it’s arduous to get your donors engaged in your trigger. What can assist is sharing a relatable story that reveals the actual influence a single donation could make.

On this electronic mail marketing campaign, Kiva not solely reveals an instance of an individual whose life modified after they acquired a mortgage but additionally suggests which loans are about to run out.

This can be a nice tactic that may drive quick responses from individuals who might in any other case hesitate to take motion.

Nonprofit electronic mail advertising instance 3: Movember

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

What is that this electronic 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 electronic 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 electronic mail marketing campaign?

With this electronic mail, Movember manages to drive consciousness amongst individuals who may not in any other case know the model’s mission. What’s price noting is that they’re doing this round World Most cancers Day, which takes place in February, quite than November that’s sometimes related to the charity.

Nonprofit electronic mail advertising instance 4: Movember

An email with research and health projects funded by donors.
An electronic mail exhibiting groundbreaking analysis and well being tasks funded by donors

What is that this electronic mail marketing campaign about?

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

What’s so go about this electronic mail marketing campaign?

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

Again to you

In conclusion, electronic mail advertising could be a highly effective device 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 electronic mail campaigns that resonate along with your subscribers and obtain your group’s targets.

Bear 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, needless to say constructing a powerful electronic mail listing takes effort and time, so be affected person and chronic in your efforts. With the best technique and instruments, electronic mail advertising could be a invaluable asset on your nonprofit group and assist you to make a significant influence on the world.

Professional tip 💡 Are you prepared to begin your individual campaigns? Be sure you try the low cost for electronic mail advertising providers for nonprofit organizations, and see you in our inboxes!

This text was final up to date in March 2023.