Email Fundraising Done Right: How Nonprofits Can Engage and Convert
Email remains one of the most effective fundraising channels for nonprofits, offering a direct line to supporters. According to the 2023 Nonprofit Tech for Good Report, 68% of nonprofits actively use email marketing, demonstrating its importance. This is especially true given that donors feel 71% more engaged with nonprofits when they receive personalized communications according to Abila.
Let’s explore best practices for email fundraising, with a focus on personalization, audience engagement, and utilizing the right tools to reach your nonprofit’s goals.
The Power of Personalization
Personalization is much more than adding a [First Name] tag to the beginning of your email. The Abila report notes that over 60% of nonprofits already personalize their email marketing, making it clear that nonprofits who skip this step risk being left behind. To maximize its impact, you need three key components:
People: Building personalization into your email strategy requires commitment. This is not a "one and done" task but a continuous process that evolves over time. It’s about adapting and evolving to meet the needs of your supporters and team.
Process: Implement a process that allows your team to learn from the data they collect. This means consistently updating your strategy based on what resonates with your audience.
Platform: Choose a platform, like Julep, that supports personalized elements. With Julep, you can create donor personas based on customizable coding features. Also ensure that your email marketing platform offers built-in personalization tools, making it easy to start.
Activating Personalization in Your Emails
Here are some actionable ways to personalize your email content to strengthen relationships with supporters.
1. [First Name] Tags and Subject Lines
Adding a first name to your emails is one of the simplest ways to start personalizing. A subject line like, “Hi [First Name], can you help feed a child today?” adds a personal touch and draws attention. Research from Campaign Monitor shows that emails with personalized subject lines are 26% more likely to be opened, making this an easy win for nonprofits.
Example: “Sarah, Can You Help Feed a Child Today?”
2. Utilize Dynamic Calls to Action (CTA)
Personalizing CTAs based on each donor’s history can significantly increase engagement. For example, if someone has volunteered or donated in the past, guide them toward the next step, such as a recurring donation or volunteer opportunity. Studies show personalized CTAs convert over 200% better than generic ones. Consider testing CTAs that include content about your mission alongside your request for support. Here’s how to use CTAs effectively in your nonprofit emails:
Tailor the Ask: If the recipient has donated before, thank them and suggest another gift. For lapsed donors, ask if they’ll support you again.
Vary the CTA: Not all CTAs need to be donation asks. Consider content-driven CTAs, like linking to a story about a successful project. Test using different types of CTAs across email campaigns. For example, “Help expand our programs” for new supporters and “Double your impact today” for returning donors.
Example: A CTA for first-time donors might be “Join Us in Making a Difference,” while returning donors might see “Continue Your Impact.”
3) Harness Location-Based Personalization
If you know where your supporters are located, use this information to make your content more relevant. Mentioning local events or community impacts helps build stronger connections. For example, you might ask, “Which city are you in so we can keep you updated on local events and impacts?” Tailoring messages like this can boost engagement.
Use surveys to capture information like city or neighborhood. Then, personalize event invitations or volunteer opportunities based on location. For example, “We’d love to see you at our community cleanup in [City] this Saturday!”
Example: “See how we’re impacting children in [Your City].”\
4) Optimize Send Times
Timing matters. Tools like MailChimp and Constant Contact, which integrate with Julep, offer features to optimize send times based on past open rates. Try sending similar types of emails at different times and days to see what resonates with your audience.
Experiment with sending emails on different days and times of the week and comparing open and click rates. For instance, donation appeals may perform better on Tuesdays, while newsletters could see higher engagement on Fridays.
5) Segment by Interest
Interest-based segmentation is a powerful tool that lets you target supporters based on the programs or topics they care about most. Donors are more likely to engage with emails that reflect their specific interests. If certain supporters are particularly interested in volunteer work or advocacy, tailor content accordingly. This approach helps ensure that the right message reaches the right people.
Use a survey or your donor management system to capture supporter interests. Tag contacts based on their interests, such as “environmental impact” or “education programs,” and personalize content accordingly.
Example: A supporter interested in education initiatives might receive updates on scholarship programs, while a donor passionate about health receives information on medical aid projects.
Best Practices for Email Tools and Data
Nonprofits today have access to a range of email marketing tools, from simple platforms like Constant Contact to options like MailChimp with AI-powered features. When choosing an email tool, consider your organization’s needs and the complexity of your campaigns. Key features to prioritize include:
Audience Segmentation: Choose tools that offer flexible audience segmentation for targeted messaging.
Data Integration: Ensure your email platform integrates with your CRM to keep donor data up-to-date.
Email Journeys: Look for tools that support automated journeys, so you can design welcome series, birthday emails, or anniversary reminders for personalized engagement.
Reporting features: Select programs that have robust reporting capabilities and dashboards that can quickly tell you open rates, click-thru rates, and list health.
Tracking Success with Email Benchmarks
Setting benchmarks can help you track and improve your email fundraising efforts. Here are some benchmarks and best practices to keep in mind:
Average Open Rate: Nonprofits generally see an open rate of around 28.59%. Consider using subject lines with numbers, questions, or emojis to increase opens.
Click-Through Rate: Aim for a click rate of 3.29%. Including graphics, buttons, and well-positioned links can boost clicks.
Average Amount Raised per Email Campaign: Track the amount raised per campaign and the average amount raised per contact. These metrics can offer insights into which campaigns resonate most with your audience.
Three Tips to Improve Your Average Amount Raised per Contact
Appeal to Donor Identities: Connect with your supporters’ motivations by referencing their generosity or involvement in your cause. Acknowledge their kindness in making a difference.
Be Direct in Your Ask: Make sure your email explicitly asks for support. Avoid vague language. Instead, use direct calls to action like “Donate Now” or “Give Today.”
Optimize for Easy Action: Include links to your donation form multiple times and make sure it’s mobile-friendly. Avoid clunky forms that may discourage donors.
Keep Personalization as a Mindset
Personalization isn’t just a feature—it’s a mindset. By tailoring your messaging, you can create a deeper connection with your audience, leading to increased engagement and donations. Personalization requires commitment, consistency, and creativity, but the results are well worth the effort.
Whether you’re part of a large or small nonprofit, tracking your email benchmarks and making incremental improvements can have a significant impact on your fundraising success.
Despite the rise of social media, email is here to stay. With a thoughtful, data-driven approach, it can be a powerful tool for nonprofit fundraising and donor engagement. Keep testing, learning, and refining your email approach to maximize your reach, strengthen donor relationships, and drive the mission of your organization forward.