Dos and don'ts of nonprofit email campaigns

Email is a great way to get in touch with donors and potential supporters, whether it's to share the nonprofit newsletter, update someone on his or her latest online donation, or ask for more support. Many people have access to their email accounts everywhere they go because of their smartphones and are able to read these messages. But it's important to make sure emails stand out in the inbox so they are read and digested. Nonprofit messages need to have the full attention of the reader, making it necessary to have a strong email campaign strategy. Here are a few tips on what to do and what to avoid with nonprofit emails:

Do: Be straightforward. The message the organization conveys needs to be emotional and clear so donors are able to understand and sympathize.

Don't: Drag on. It's important to get the point across, but make sure to be as quick and clear as possible. People don't interact with email for lengthy amounts of time and won't give it much time if the message is too long.

Do: Make it personal. Tell a short story, include statistics and target people's emotions, says The Fundraising Authority. The more the message affects someone on a deeper level, the more they will feel the need to get involved.

Don't: Use a boring subject line. The subject of an email is everything. Stay away from generic or boring ones, suggests Network for Good, and go for copy that will attract people's attention and prompt them to click on it.

Do: Include pictures. Use some good visual content from a fundraising event every once in awhile. Make sure the photo is smaller and loads at a normal speed.

Don't: Send too many emails. Be conservative with how many emails the nonprofits sends. Engage people with regular messages, but don't send too frequently that recipients get annoyed and stop reading them.

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