4 Tips for Building a Strong Nonprofit Fundraising Email Program

Having worked within the  nonprofit fundraising sector for over 17 years, I have seen firsthand the impact emerging technologies have had on our business processes and strategies. Technology has vastly changed how we communicate, engage and ultimately raise funds. Although traditional channels of fundraising, such as direct “snail-mail” appeals, telephone fundraising, lottery fundraising and door-to-door canvassing are still very viable options, there has been a growing shift towards online communication via email, social media and other platforms. This shift will continue to grow and how nonprofits adapt will be critical to their success.

A lot is written on how nonprofits can optimize social media platforms, like the popular Twitter and Facebook, but the importance and effectiveness of a strong email program must not be overlooked. Developing a solid email database and tailoring an effective marketing plan can make or break the success of a nonprofit fundraising or outreach campaign. The obvious benefits are the low-cost required to set-up, maintain and deliver email appeals to a qualified list of prospects and supporters and the speed that it can be completed. Another benefit is the ability to control the content contained including links, resources and messages like concise urgent calls to action for example.

The following 4 tips will help you build a successful email marketing program.

1. Respect Donor Privacy. Nonprofits will sometimes place donors, volunteers, advocates and others on their email list without having first obtained consent. Do not assume the intention of your supporters as doing so may cause more harm than good. In this day of heightened sensitivity regarding privacy, it is a better practice to have a blanket ‘opt-in’ policy in terms of receiving email communications. Not only will this improve the quality of your list with stronger ‘open’ and ‘click-through’ results, but it will build trust and protect your nonprofit’s brand image. Regular maintenance of your list and quickly removing ‘opt-out’ requests is equally as important.
2. Grow Your List Organically. There are many ways to make your email list grow, but like all great things it will take time to build. Next to the ‘Donate Now’, a ‘Subscribe Now’ option is the 2nd most important component that needs to be prominently displayed throughout your website above the fold. Your visitors are at your site because they are interested in your cause or mission and are looking for more information. Offering subscriptions to updates or newsletters is a cost-effective way to grow your list. Be sure to include an email field for them to complete. Finally, collecting email addresses at events or when communicating via snail mail or conducting telephone fundraising are great ways to build your list.
3. Be Clear In Intent. Make it clear to supporters what their email address will be used for and how you will treat their personal information. If the subscriber knows in advance what they can expect to receive along with the frequency and terms, they will be more likely to provide their email address. This can also be achieved through a concise privacy statement and/or policy posted on the website. All materials, both online and in print, should have a clear outline on how the supporter’s personal data will treated along with opt out directions.
4. Accuracy & Testing. Be sure to screen the subject and body of your email for possible spam content and there are many low-cost tools/services that can help you do this. Your efforts will be in vein if your communication ends up in your supporters ‘spam’ folder so it’s worth the small fee. Also, make sure all the links in your email are tested and landing properly. As the final test, a good practice is to set up test email accounts through Hotmail, Yahoo, Gmail and any other free services your supporters may use and send a copy of your newsletter to these test email accounts before releasing publicly. This will allow you to work out any kinks which may reflect poorly to your supporters.

There is much more to developing a successful email marketing plan for nonprofit fundraising but these 4 basic tips will get your program off to a good start.
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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.