How to have an engaging nonprofit email newsletter


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Engaging email newsletters raise awareness, strengthen your relationships, and help achieve your mission. Are yours doing that?

See how to get the most out of your email newsletter including best frequency, content, and design tips.

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How to have an engaging nonprofit email newsletter

  1. 1. Nonprofit Newsletters That Engage Tips to an engaging email newsletters that raises awareness, strengthens your relationships and helps achieve your mission.Copyright © 2011 Constant Contact Inc.
  2. 2. Newsletter Frequency That Engages Supporters Getting the Frequency Right How frequently are other nonprofits emailing? #1 - Monthly (43%) How Often To Send #2 - Every other week (17%) ■ Your goal is to keep supporters engaged #3 - Quarterly (16%) -2011 Nonprofit Marketing Guide ■ At least quarterly ■ Updating supporters twice a year isn’t enough to keep them engaged and keep your organization top of mind Tip: Do you have an 8 page newsletter that you send twice a year? Divide it into a quarterly, more timely email communication. Shorter communications are more likely to be read and shared. ■ Frequency should be driven by: ■ How often can you produce fresh, interesting, relevant content? ■ What your supporters groups want ■ How often do they want updates? ■ Use a simple online survey to find outCopyright © 2011 Constant Contact Inc. 2
  3. 3. Newsletter Frequency that Engages Supporters Tocqueville Society Email - Quarterly Tax Volunteers Email - MonthlyCopyright © 2011 Constant Contact Inc. 3
  4. 4. Newsletter Frequency that Engages SupportersYoung Leaders Society Email - Twice Monthly Board of Directors Email – MonthlyCopyright © 2011 Constant Contact Inc. 4
  5. 5. Newsletter Content That Engages Supporters Target Content to Your Different Segments “80% of recipients Stop Reading emails they have signed up for because they deem them Irrelevant.” Create lists/groups with similar interests – Study by the Ad Agency Quris Supporters can add themselves through your sign up form You can add people from simple online survey results Send a newsletter to different groups based on their interests Tips to keep it simple: Create your general newsletter Create a copy of it Add in a block or two that is unique for each group or just re-prioritize the contentCopyright © 2011 Constant Contact Inc. 5
  6. 6. Newsletter Content That Engages Supporters Can You Promote in Your Newsletter? “Over-solicitation” was the second most- reported reason why donors stop giving (32%). – Cygnus Donor Survey 2011 As long as you’re providing informational content, readers won’t mind some promotion. What is a good balance? 85% Informational 15% Promotional “When subscribers read about the new book in the newsletter, they forwarded it to others and C.A.S.E used their online newsletter to bring helped us generate hundreds of pre-sales as attention to its new book W.I.S.E. Up! For well as connected us to professionals at the children in foster care. local and state levels who could get this important book into the hands of foster children.” - Michelle Lovejoy, Director of Community EducationCopyright © 2011 Constant Contact Inc. 6
  7. 7. Newsletter Content That Engages Supporters Having a hard time getting good content? Keep Track of Everyday Content Listen to and keep a log of what donors/volunteers/board members are asking about. Listen via Twitter for valuable content Go to, search on keyword about your industry, organization or topic of interest. Sign Up For Regular Content Feeds (RSS) Sign up for a topic closely related to your mission – human rights, violence prevention, literacy, climate change, etc. Creates a pool of content for articles in your newsletter Examples – Twitter, Google, CNN, NPR Tip: How many times is the word YOU in your newsletter?Copyright © 2011 Constant Contact Inc. 7
  8. 8. Newsletter Design Tips that Drive Response Use Hot Spots Top left and right corners generally have the highest click rates. Test different layouts with your audience. They may have a different behavior than you expected. Bottom – after reading the valuable content, feature more information about your programs and options to support your mission.Copyright © 2011 Constant Contact Inc. 8
  9. 9. Nonprofit Newsletter MetricsTracking Supporter Engagement – Open & Click Rates Constant Contact’s Nonprofit Customer Averages Open Rate – 20% Click Through Rate – 12.3% (all message types)Copyright © 2011 Constant Contact Inc. 9 Source: 2011 Convio Online Marketing Nonprofit Benchmark Index Study
  10. 10. Want More? Discover many more tips to improve your email newsletter in one of Constant Contact’s free, live nonprofit webinars… Nonprofit Newsletters That Engage Understand what kind of content you should be sending supporters and explore resources for fresh content. Gain the top design tips that drive response. Find out what you can do to get your newsletter into the inbox and opened. See what other nonprofits are doing with their newsletters and the results they are getting including examples and statistics. Finish with some lessons you can learn inside of your reports to continually improve your newsletter. This is an information-packed live webinar hosted by a Constant Contact online marketing expert. Ask questions, hear the questions of other nonprofits, and see how to get the most out of your newsletters. Register Here - © 2011 Constant Contact Inc.