Getting in and staying in touch with your donors is an important part of operating your nonprofit. Assuming you’ve done everything necessary to get your non-profit off the ground, including completing your charitable solicitation registration, it’s necessary to keep in touch with your donors. Chances are one of the main ways you keep in contact with them is by emailing them. The tricky part is that everybody else does too.
Every single donor you contact has an inbox full of emails from various stores, news outlets, bloggers, businesses and more. It’s very rare that they read all of them, which means they’re deleting them pretty quickly.
So the big question is how do you get their attention in a sea full of emails? Below are some tips to ensure your emails get read by donors:
1) Make your emails purposeful
Here’s an obvious one but it’s important to think about what you’re writing before you start. Before you begin drafting, think about the purpose of your email. Are you trying to get the word out about your recent activities? Are you trying to invite them to an event? Are you trying to appeal for donations? Effective emails focus on one main goal, which makes them fairly precise and to the point, aka easily readable. Avoid sending out catch-all emails that combine a donation request with a program announcement as well as an invitation to become part of a campaign.
While you most likely have many things that you need to tell your donors, save the summary for monthly newsletters. Other than that, stick to one main topic.
Once you’ve done some brainstorming about your email’s topic, you should start drafting an outline. Now, we know what you’re thinking. Emails are short, so why is in outline necessary? An outline is a good idea because it will keep your organized and to the point.
2) Come up with a fantastic subject line
People are more likely to open and read an email when the subject line is a good one. In fact, 35% of the population says this is the determining factor for whether or not they even open an email. So how do you come up with something killer enough to grab their interest?
Well, for starters, ask yourself what you would open. Many effective email subject lines tend to have some key factors in common including:
- Short and to the point
- No similarities to spam
Keep subject lines concise so your donors know roughly what to expect before opening the email. Nobody likes an unpleasant surprise, so do your best to think of something that is a combination of compelling and quick. You’ll also want to make it personal. Including the recipient’s name in the subject line is one way of making them more effective than the average email. You’ll also want to avoid making it sound like spam, otherwise, it will be deleted right away or automatically sent to the spam folder thanks to various filters.
Today, there are lots of options for email marketing. Once you’ve completed your charitable solicitation registration, you’ll be able to start your email marketing plan. If you follow these two tips, you’ll be more likely to sustain positive relationships with your donors via email.