Apr 24, 2013
Nonprofits worldwide are embracing online donation pages and social media accounts that help connect them to a larger audience of tech-savvy contributors. Just as multichannel retailers must engage shoppers on a variety of platforms, charities are also searching for donation sources in differing environments. As more digital interactions continue to take place and online donations are made to support fundraising, email and newsletter communications remain a vital component to multichannel success.
Relevancy is key
John Haydon explains that a great story and a personalized touch are necessary for a great email campaign. Additionally, nonprofits must adjust their email campaigns to be on trend with what donors expect and pay attention to.
When email marketing campaigns first started, companies were able to send mass messages to everyone on a list and hope for some positive responses. But today, email messages must be personalized and offer some value to the reader aside from information about the company or a new promotion in effect. Otherwise, the email will likely be deleted before being opened or sent straight to a spam folder to never be seen or heard from again.
To make an email relevant to the current interests or demands of the target audience, nonprofits should consider some trigger tactics to stay at the forefront of donors' minds. There are easy tools that can be implemented to send out an email automatically to a registered donor or participant any time certain activities take place. These triggers ensure something worthwhile has occurred and will provide a reason for the email to be sent and opened.
- Welcoming a new donor,
- Spreading the word about a new fundraising event,
- Alerting the recipient donor credit card information is expiring,
- Or collecting feedback from previous interactions with the organization.
Using email newsletters
Newsletters are another form of online communication similar to emails that offer recipients an interactive document with several pieces of information or references to enjoy.
When a newsletter does more than ask for money, nonprofits can see an improvement in donor relationships and a stronger reputation in the community.
Newsletters should act as miniature digital newspapers that report back to the donor audience on how their money is being spent on the cause or what other achievements have been made recently. The newsletter can offer links to data and reports pertaining to the cause or issues being addressed by the organization, as well as advertise opportunities for donors to voice their opinions or share their own stories with the community.