Nonprofits use email extensively to communicate with their supporters, donors and volunteers. A nonprofit email can foster connections, solicit donations and boost volunteerism. But writing a compelling and informative email is tricky. For your assistance, this article will explore 5 things every nonprofit email should contain to make the most of it.
Important Features of Nonprofit Emails That Work Best: What Are The Keys To Making Nonprofit Emails Work?
1. Compelling Subject Line
This is usually the first interaction an organization makes with the email addressee, so this is the very beginning of an e-mail’s journey. It requires a catchy subject line so that readers can open the email. It should be interesting, clear and reflect what is in the e-mail. As an example, a subject line like “Help Us Warm Families This Winter” gives people a feeling of urgency and interest.
The more specific language you use in your subject line, the higher the open rates. Using snippets, like fundraising or critical requests, an organization sets the pace for the rest of the email and lays the foundation for a context that’s just ready to engage.
2. Personalization and Segmentation
Far too many individuals assume that personalization just means using the name of the recipient. But the truth is, it’s something much more specific: tailoring an experience to the level of interest and engagement of each recipient. Email segmentation allows nonprofits to segment their lists into segments based on donor/volunteer history or geographic demand and write content that is tailored to those needs.
For instance, current subscribers might want open acknowledgments and updates on their donation, while new subscribers may require an overview of an organization’s purpose and principles. That tact builds emotional bonds and infuses greater traction.
3. Engaging Opening Statement
Your introduction paragraph is a crucial part of drawing the reader in. The nonprofits should try to make the first few sentences of the email engaging, whether it is a personal, heartwarming story, an interesting fact or a motivational quote with some connection to the cause. For instance, a story about a family who was helped by the charity instantly makes an emotional impression on the reader’s brain and gives him or her an initial reason to keep reading. But an engaging prologue complements the narrative and keeps the supporters intrigued by the cause they care about.
4. Clear Call to Action (CTA)
No nonprofit email should be deemed complete, let alone sent out, without a full, obvious, compelling call to action at the bottom. This is useful because it pushes your recipient to the desired outcome (most often, a donation to your cause or signing up for an event). The call to action needs to be clear and easy to see visually. For example, “Donate Now to Help Us Feed Hungry Families” expresses a sense of urgency in the action and the easy-to-read nature of the action. In addition, buttons in prominent places result in higher click-throughs and thus more action.
5. Information About the Organization
Cool writing, of course, but as much as anything, a little bit about the organization (if it’s new for you). In emails we learn the nonprofit’s mission, vision, and values; these provide a credential to create trust. Even just a short paragraph explaining what the company is about, recent achievements, even real customer reviews, will establish a company’s trustworthiness. Its impact and accomplishment will have the effect of making people appreciate the broader context behind an organization and be more committed to doing their part for it.
6. Visual Content
When it comes to nonprofit emails, images, infographics, and videos are some of the best ways to increase the impact. Images can separate chunks of text, making the email stand out and easier to read. Most importantly, they elicit feelings that matter to the hearer, and translate theoretical concepts into real-life narratives. For example, images of people who have been directly affected by the organization’s efforts can show donors how their money is working and how urgent a particular call is. An engaging image can turn an email from a mere piece of content into a moving story that elicits sympathy and engagement.
7. Social Media Links
When you live in a social connected world, asking email subscribers to follow the organization on social media can be a massive reach-extending strategy. By providing social media buttons with direct links to Facebook, Twitter, and Instagram, nonprofits can invite supporters to interact further and share their message. Furthermore, these links ensure ongoing communication beyond the inbox. An effective, low-effort reminder at the end of an email like “Like us on social media to stay informed and get involved!” will encourage readers to stay connected and get involved with the organization’s work.
8. Footer with Unsubscribe Option
It’s all about finding supporters and valuing their choices. In addition to following CAN-SPAM laws, providing a straightforward unsubscribe button at the bottom of an email demonstrates that you are an open communications nonprofit. Offering recipients the option to opt-out builds confidence, and reaffirms that the company cares about the privacy and comfort of its supporters. This honesty creates a stronger, more positive connection with the audience.
9. Contact Information
Accountability and transparency are essential elements of communication. Adding full contact information like phone number, email, or business address adds credibility and reminds recipients that they can ask questions, or report issues or suggestions. The fact that donors have a direct line to the organization builds their confidence, putting their voices at the forefront. An open invitation to connect opens a dialogue door and cements trust between the nonprofit and its partners.
10. Gratitude and Acknowledgment
Finally, if you are asking for donations or support, remember to conclude an email with a thank you. To give thanks also reinforces the nonprofit’s acknowledgement that donors are integral to a nonprofit’s success. Reminders such as “Thank you for contributing to our cause” keep the message positive and get people coming back. Gratitude not only makes an audience feel closer to you but keeps them engaged in the work of the organization.
Conclusion:
An effective nonprofit email requires planning and research. By putting an effective subject line, personalized greeting, relevant and compelling content, a compelling call to action, and contact information in your emails, nonprofits can maximize the reach of their emails and develop stronger relationships with supporters, donors, and volunteers. Utilizing these best practices, nonprofits can design emails that inspire, educate and encourage recipients to act and contribute to their cause.
