It comes as no surprise that email is one the most widely used channels for communication. With over 3.8 billion email accounts in use across the globe, nonprofits should be freshening up their email marketing strategies this year-end. With an effective email marketing strategy, your nonprofit will be able to spread the word about its year-end fundraising campaign, raise much-needed fundraising revenue, retain valuable donors and supporters, and even acquire some new ones as well.
If you haven’t invested in a versatile email marketing tool, there’s still time before GivingTuesday and year-end! With GiveSignup | RunSignup, you now have access to our next-generation email marketing tool that you can use to send from your donation websites, donation forms, and ticket events. Plus, as a nonprofit, access to our suite of fundraising tools, including email marketing, is completely FREE.
Read on to learn more about our unique email marketing tool and more about how you can use simple but effective email marketing tactics to increase your fundraising revenue tenfold this year.
Create a Comprehensive Donation Website
This year, make the most of the busy fundraising season by establishing a donation website for your year-end campaign. With a donation website, your nonprofit has a central hub where people can go to learn all the ways they can support your organization and its initiatives this holiday season, such as donating on GivingTuesday and through the year-end, participating in upcoming events, and creating their own fundraising campaigns.
You can create free donation websites through GiveSignup | RunSignup that features your nonprofit’s critical mission, along with clear calls to action, simple donation forms, and your own domain to elevate your brand and convert visitors into supporters. With our modern website builder, you can effortlessly create an engaging website, with the option to add custom content sections, like images, videos, playlists, a donation thermometer, and so much more.
Year-end is such an exciting time for both nonprofits and their supporters. With so many moving parts to your upcoming year-end campaign, the last thing you want is any one initiative to go unnoticed. With a donation website, you can tie all the pieces together so that your supporters are aware of every campaign and event you have in the pipeline. Otherwise, the hard work you and your team have put in the months leading up to GivingTuesday and year-end might get overlooked. Plus, you can create unique calls to actions in your email communications and link the button to your donation website — making it even easier for your supporters to learn more about your year-end initiatives and goals, donate, fundraise, and volunteer!
Segment Your Supporters With Custom Lists
In email marketing, it’s vital not to overlook segmenting your audience. With email segmentation, you’re ensuring that the right people are getting specific email communications. Plus, segmenting your audience adds a layer of unique personalization that your supporters will appreciate. For example, two segmented lists that you might have for GivingTuesday might be: those who have donated in 2021 and those who have lapsed.
One of the benefits of GiveSignup | RunSignup’s unique email marketing system is that your nonprofit can create unlimited custom lists of supporters. This way, you can segment your audience in any particular category, giving you the power to control which supporters receive specific emails and further personalizing your communications with them as well.
Use Placeholders to Personalize Your Message
With so many emails going through your supporters’ inboxes, it’s easy for your email to get overlooked and ignored. In fact, there were 306.4 billion emails sent and received last year alone. Because of this, it’s even more important to make sure your email not only catches the eye of your supporter but entices them to open the email as well. You can increase the chances of a supporter reading your email by adding custom details to your email, such as a personalized salutation and how much they donated in 2021.
Our new email marketing system allows you to incorporate unique placeholders that are sure to make your email stand out:
- Default data placeholders. This is a general placeholder that you can place in your email. For example, if your supporter is missing a name in your database, you can create a default placeholder like “Dear Supporter.”
- Custom information placeholders. With a custom placeholder, you can be more detailed in your language so that supporters see that the email was written specifically for them. For example, a custom placeholder could be how much the supporter has given in 2021.
Personalizing messages increase click-through rates by 14% and conversion rates by 10%!
Create a Compelling Storyline
Now that you’ve got all the strategic parts to your email marketing strategy, it’s time to hone in your messaging. In order to convince your supporters to give and fundraise to your cause this year-end, it’s important to communicate what makes your organization different. That’s why it’s critical for you to create a compelling storyline that you can share in your email communications.
This is the perfect opportunity to share your impact metrics and stories. It’s a good time to reflect on the progress you’ve made this year — how much money have you raised this year, what have you used your fundraising dollars for, who has benefitted from your fundraising efforts, how much more are you aiming to raise before the next year, and what are those additional dollars going toward?
By answering these critical questions, you’ve explaining to your supporters how you’re taking immediate action and persuading them to support your causes versus someone else’s. It also is a good idea to share individual stories of the clients you serve. For example, if you’re an animal rescue, share the story of a dog you rescued from an unfortunate situation and how, with the funds you received from your generous donors, you were able to provide the dog with much-needed medical procedures and a new loving home.
Activate Motivated Donors on GivingTuesday
The right technology stack will help you not only activate the support of your most generous supporters this GivingTuesday, but do it in a way that’s time-saving and cost-saving. Your supporters are ready to have your back on GivingTuesday, so make sure you have a plan in place to communicate with them by checking out our free email for GivingTuesday blog. Beyond our innovative email marketing system — in which you can schedule and send unlimited emails to your constituents — we have a number of other fundraising solutions to help you raise more this GivingTuesday and beyond.
With additional fundraising tools — like offering one-time and recurring giving options to donors, enhancing the donor experience with custom e-cards, and empowering people to fundraise on behalf of your organization with Facebook Fundraiser integration — you can create a technology powerhouse that enables you to activate all of these transformative fundraising tools for free. Plus, you’ll have full control of your fundraising and supporters under one platform that collects fundraising revenue from all of your important touchpoints.
With GiveSignup | RunSignup’s email marketing platform, along with access to free tools to build simple and easy-to-use fundraising events and campaigns, your nonprofit can take its fundraising revenue generation and donor engagement to the next level this year-end season. Click here to learn more.