Background about email marketing How to use email marketing in fundraising What else can be done regularly about email marketing

1. Email marketing and how it can
help fundraising for your
organisation?
29 November 2019

2. BACKGROUND ABOUT EMAIL MARKETING
o Email marketing involves using e-mail to promote your organization.
o Why email marketing:
• 94% of Internet users use email, accounted for 3.9 billion email account worldwide.
• The majority of audience prefer email over other marketing tools when connecting with their brands
Advantages of email marketing:
• Captivate potential customers
• Maintain the relationship current customer and keep
them informed
• Strengthen customer loyalty with frequent update on
your organization
KEEP IN MIND!
• 53% email are classified as spam
• Audience can be put off receiving the wrong emails
• They can even report your email as spam if the
content and frequency is not right

3. HOW TO USE E-MAIL MARKETING FOR FUNDRAISING
7 TIPS TO DRIVE HIGH RESPONSE RATE FOR YOUR EMAIL
1. Know your audience: One size fits all doesn’t work, so you have to segment your audience
based on their needs, demographic feature, interest, giving status ( donor, potential donor,
lapsed donor, etc.)
2. Send your email at the right time: Sending your email on Monday at 6:00 AM have the
highest result for nonprofit, otherwise, midday is recommended by some fundraising experts.
3. Ace your subject line: Your audience will decide whether they want to open your email or not
based on your subject line, therefore, make it powerful by using questions, keep it short and
emphasize on the urgency by using words such as “now”, “important”, “urgent”
Example: “Joint hands to save the Amazon rainforest now!!!”

4. 4. Tell your audience a story and use image: When it is head vs heart, heart win –so, tell a story
that your audience can connect and empathize with your character and a story that your audience
feel they can act to make the work in a better place. You may share a story about how someone’s
life changed thanks to your organization, what make a donor give a gift, how a volunteer join in your
association.
• Try to use a character that your audience relates to (this can be implemented by good audience
segmentation at tips n.1).
• Tell the story under your character’s perspective so they can reach your audience.
• Add your audience in the story by using ”you” (e.g.: You can help change lives)/
• Using powerful image which is not your logo but your volunteers, donors, etc. Avoid stock
photo and use your own pictures, ideally single person or small groups facing the camera to
maximize the eye-to-eye connection.

5. 5. Keep it concise and include the “Call for action” button: Keep your email short, to-the-point
with 2-4 medium size paragraphs.
Remember your “call for action” button so that your audience understand what you want them to
do. Make it pop by using bright colors, bold font to attract your reader’s attention.

6. 6. Optimize for mobile: Not all the times your reader will open your emails on desktop. In fact,
53% of emails are opened on mobile devices first. Therefore, optimize your email for mobile by:
• Enlarging your link or button that you want them to click in by 57x57 pixel.
• Resize your image to mobile devices.
• Use a single column layout.
7. Don’t forget your contact information in the footer: Even though your contact details are
attached somewhere in your email for legal reasons, remember to put them in the footer so your
audience can easily reach you when finishing your emails. This includes:
• Your organization’s name and logo (if applicable)
• Person of contact (optional)
• Phone number
• Physical address
• Email address
• Option to opt-out of emails

7. WHAT ELSE CAN BE DONE REGULARLY
Besides the fundraising email for specific occasions, you can maintain fundraising all year round
with simple steps. Take National Breast Cancer as an excellent example, they maintain all year
fundraising by maintaining the “How you can help’ Button in their website main navigation menu.

8. WHAT ELSE CAN BE DONE REGULARLY
These are some other email example you can send to your audience to maintain year-round
fundraising and leverage the relationship with them:
1. Thank you letter: It’s is important to let your donors know how grateful you are for their
involvement with your organization by sending a thank you email. You can thank them
supporting your organization, show them the result and impact of their acts or the reaching
of a specific goal that was set by your organization.
2. Reminder of previous donations: You can remind your donors about their previous acts,
the impact they made, which can encourage them to make the donation again.
3. Shareable content: Useful content can promote your audience to share around, this can
allow your current donors to express their selves and potentially reach for new audience.
4. Stories: Educate your audience on the impact they can do to make someone’s life better,
make the work better. Or you can share stories about what others are doing to raise money
for their organization, like charity: water does.