It’s a new year -- a perfect time for nonprofits to take a serious look at their email marketing. Does your program need to be overhauled? You’re asking for donations, not offering products, so the approach must be different from that of retail marketers.
We asked an expert for his top 10 tips on the nuances of email marketing for nonprofits and ways to increase conversion rates. One simple change he made lifted response 66%. Nonprofit organizations have different relationships with their members than businesses do with their customers. Those differences need to carry over into their email programs.
“Part of the whole overall fundraising program is realizing that your newsletter that’s keeping people aware of your activities is really fundraising. Nobody will consider it that, but it really is the cultivation side of a fundraising program, not just asking for money once a month,” says Jeff Herrity, Internet fundraising professional.
When your list is ready for an appeal -- or a donation request -- Herrity follows a long list of best practices he has developed over the years for clients, including Amnesty International and the American Red Cross.
Here are his top 10 tips for putting together an email fundraising campaign:
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