Nonprofits “must build donor trust based solely on a promise to do good in the world with their money,” an author of a recent Forbes article wrote.
The article went on to discuss various ways that nonprofits can establish and maintain that all-important trust with their donor base.
There are a number of different ways that nonprofits can turn that advice into their best practice. But, there’s one strategy that, when used effectively, can address all of the advice at once:
Email Marketing.
We’ve got a list of the best emails for nonprofits, which will help them to communicate directly with their donors – and their volunteers – and build a strong relationship. If this strong relationship is nurtured and maintained, then nonprofits can experience higher donor- and volunteer-retention rates, increased engagement, and greater donations overall.
Let’s take a look at the best emails for nonprofits – and why they work.
Why these 5 Emails Build Trust
Email marketing for nonprofits shouldn’t be only about fundraising. To build trust, you need a multi-pronged approach.
Weave these types of emails into your overall strategy to have the greatest impact:
1. Welcome Series
A welcome series can include anywhere between 3-5 emails. These messages show recent donors or volunteers that you truly appreciate their involvement. Also, they help acquaint these people with your organization on a deeper level.
Use this series as an opportunity to introduce new donors or volunteers to the exciting parts of your organization, tell them how to contact you, explain other opportunities for support, and – most importantly – show your appreciation for being a part of the team.
2. Newsletters
Newsletters aren’t only for businesses – they’re for nonprofits, too! Sending newsletters is a terrific, free way to communicate interesting, helpful, important information to your audience.
If you send newsletters regularly, and provide valuable information within them, then you show your audience that you are well established, organized, and impactful.
3. Thank You Messages
When you send messages of gratitude after someone makes a donation, volunteers, or even follows you on social media, you demonstrate that you truly care about your audience.
The fact is, people can donate their money or time to millions of nonprofits – but they chose you. So, send messages of gratitude to show your audience that you value their support. By doing this, you’ll stand out and strengthen trust.
4. Education
You are on a mission for a reason. And, no one knows your cause like you do. When you share information that helps your audience understand the nuances and dynamics of your cause, you build your credibility and establish yourself as an authority.
As a result, people trust what you have to say, and they feel comfortable giving you their time, energy, and money.
5. Impact Stories
We’d be remiss not to mention storytelling! Emails containing rich, emotional stories are very effective fundraisers – even when they don’t ask for a dime!
These emails show your audience why they are needed and how their donations make an impact. Also, they contribute to your transparency, which is critical to a nonprofit’s trustworthiness.
Ready, Get Set, Automate!
Sending the best emails for nonprofits can take your organizations to the next level. But, they’ll be hard to manage if you don’t have a good email service provider (ESP). When you set up your ESP, organize separate email campaigns, personalize each email, and automate certain email sequences to go out.
ESPs are generally affordable – and worth every penny!
Need help getting organized for your next email campaign? Contact us to learn how we can help!
