Email marketing for nonprofits has been around for a while, but it remains one of the most worthwhile marketing tools available. There is so much opportunity in email marketing if it’s done right—it can make a significant impact on an organization’s bottom line and it’s one of the most cost-effective ways to communicate with supporters and prospects.
If you’re not sold yet, or you just need a refresher, let me remind you of these five important benefits of email marketing for nonprofits:
- It allows you to grow your list of constituents.
- It’s easy to measure results. You have records that track everything, and on the back end, everything is archived.
- It has a high return on investment. According to the American Marketing Association, email marketing has the highest ROI among all marketing tools used by nonprofits nationwide.
- It’s fast. When you need to communicate something last-minute or turn around a campaign in a short amount of time, email is quick and easy.
- It’s green—something that’s important to many consumers in this day and age.
One thing to always be cognizant of: People are protective of their email addresses. Of course, you need a good list in order to be most effective in your email marketing efforts. But when you’re soliciting email addresses from prospects and donors, be sure to always state, “We will never give your information to a third party.” This is important whether you’re collecting email addresses on your website or offline.
And don’t ask for more information than you need when asking people to subscribe. Research has shown that the more fields people have to fill in on a form, the less likely they are to sign up.
Email marketing for nonprofits remains an effective marketing tool, yes—but only if you secure your recipients’ trust and they know that their information is safe with you.