Your nonprofit may contact supporters and donors through many media. Phone calls, direct mail, and events are all effective ways to drum up support for your latest endeavors. Email, though, is vitally important for your nonprofit for several reasons—and if you’re not using it correctly, you could be missing out.
Email has almost infinite reach. If your nonprofit has a clear, concise, and impactful message, your supporters could forward it many times over. Email is also free or nearly free depending on if you purchased contact lists to expand your database. So how can you most effectively use this inexpensive method of communication to drive donations?
Reach out Regularly
As a nonprofit, you face the challenge of asking people to donate their hard-earned money, often with little promise of a concrete result. That makes your approach somewhat difficult. So when you begin email campaigns, consider your communication carefully. If you haven’t been regularly reaching out to your donor base, an email abruptly asking for donations will not go over well. It’s the nonprofit equivalent of a kid coming home from college after a semester away and asking for cash as soon as a foot is over the threshold.
Instead, warm up your audience with a few personal emails about your message, your goals, and your successes so far. This opens good relations with your donors and reminds them why they agreed to share their emails in the first place. By illustrating your goals and achievements, you create credibility, which in turn makes your audience more receptive to requests for money.
Establish a Voice
Frequency of contact will not be effective unless you develop and maintain a clear voice. Without it, your emails will simply blend into the background noise of all the other emails your donors receive. But by reaching out with a familiar voice, your donors will react as if an old friend was sending them a message.
Consider your Direct Mail
If you use a particular color scheme or font in your direct mail, apply it to your emails as well for consistency. A varying brand message makes you look confused and unprofessional, and not many people want to give money to a group that is confused and unprofessional.
At the same time, you don’t want to bombard your supporters without consideration. Even the most professional and beautiful direct mail and email campaign will be ignored if it’s considered evasive and annoying. Think—how many companies’ email lists have you unsubscribed from because you felt harassed? Essentially, all company to consumer communication is asking for money, so be polite and don’t be invasive.
Don’t Forget to Ask (Several Times)
On the side of the coin is how often can you ask? Weekly donation requests can seem desperate. However, if you only generate a campaign twice a year, you run the risk of underfunding your nonprofit and its beneficiaries. So what is the perfect number?
This is going to vary with every nonprofit, but a good rule of thumb is no more than once a month for a major donation. Any more often and your campaign is far less likely to be well executed. Any less often and your donors could forget who you are.
Now this doesn’t mean that you can’t have small asks. Create an Amazon Wish List if your nonprofit needs supplies. Small donation-matching campaigns can generate continuous income throughout the year. But keep an eye on your major campaigns to avoid annoying your donors.
Review the Technical Side
Your emails are of no use to anyone if they get filtered into spam. Make sure you’re avoiding buzzwords like free and opportunity, and symbols like exclamation points, especially in the subject line. You may also need to limit the number of people you include in each message to avoid being caught in volume filters.
Ensure your subject line is concise and interesting. Don’t beg for donations right off the bat. Instead, you can develop interest with lines like “How $10 Helped This Girl go to College” and others in that vein. This is when having a list of your successes is so important. It lets you have constant stream of positive contact with your donors.
Coordinate with Social Media
Any outreach you conduct through email should be mirrored in your social media. Users are much less likely to see frequent social media postings as invasive—as long as they are tastefully done. Coordination also lends legitimacy to your campaigns by approaching potential donors from multiple fronts.
Acknowledge your Support
People want to be thanked when they donate money. Thanking them publicly can only drive further interest. If your donors have agreed to be public, then sending an email to your entire contact list with the names of recent supporters encourages others to do the same. A donor might see a name of something she knows and be driven to match that donation. Beyond being a crafty method of driving donations, thanking your donors is just a nice thing to do