Different types of email newsletters your non-profit should always include in your marketing strategy are discussed below.
These are email marketing defaults and should be a regular part of your email marketing routine.
New Subscriber –
When someone subscribes, they should be greeted with your welcome series. This is triggered when they first subscribe. This is generally a 3 email welcome, staggered, so that you can begin building that all important connection and give the details about your cause or mission.
The first welcome email in the series should be a warm welcome with a focus on impact. The way you tell your story is important.
The second welcome email should be how they can get involved in whatever predefined capacity works for your organization – volunteering, donating, becoming a sponsor. The idea is to let them know what is available and how they can help.
The third welcome email should tell them about a relatable success story and encourage them to stay connected.
Monthly Newsletters –
These are much more preferable to bi-weekly newsletters which may be too much, too often and a distinct turn off. You know yourself – if you sign up for a newsletter and get too many emails you generally unsubscribe.
That is the last thing you want to do is alienate a potential supporter. Your monthly newsletter should contain a success story or highlight of an event, a few well taken photos or a short quality video, a maximum of 3 updates, a few sentences in length, and a very clear call to action – CTA – to donate, become a sponsor, share your story, etc.
Get That Campaign Going –
Campaign email newsletters raise awareness, encourage urgent action after appealing to an emotional appeal. There is an existing problem. You describe how your non-profit can help and what the reader can do likewise to help.
Campaign emails are staggered according to the timing of the event. The first announces the story and the goal. The second is a reminder with an update of how much has been raised thus far. The third email basically appeals to the readers FOMO – Fear Of Missing Out – with a last chance appeal. The last email thanks everyone for their support and announces the fundraising results.
Educate and Build Trust –
Evergreen educational email campaigns inform, enlighten, and educate about topics relational to the cause of your non-profit. This builds authority – you are the expert in your field and builds trust without always asking for monetary donations. These are especially useful for new subscribers as they see you are explaining and being informative. Maybe they can volunteer, maybe they can help out on a Giving Tuesday. It’s not always about donations.
It Never Hurts to Say Thank You –
Your supporters, donors and sponsors deserve to hear thank you every so often. After all, they are the ones standing side by side with you, helping to make great things happen with their financial support.
People like to be appreciated. People like to know that they contributed and it actually helped and didn’t just fall into some financial void. People like to see results.
So give the people what they want. Tell them about milestones. Tell them about goals achieved. This type of email newsletter not only helps with retention rates and encourages recurring financial support, but it’s also a feel good type of communication that makes people proud to be a part of your non-profit.
“When we work together, look at the amazing things we can achieve.”