Marketing strategy development & strategic communications for non-profits and social enterprises - Genia Stevens

Belwah Media

Improve Your Email Marketing and Increase Donor Dollars

If you’re struggling with integrating email marketing with social media, here are 13 tips to help you successfully integrate these marketing channels so you can increase your nonprofit’s donor dollars.

  1.  Provide a reason for (or benefit of) sharing your email marketing piece with friends and colleagues. Does your email contain a registration link to an event that’s almost sold out?  Is your email raising money for an important initiative?  Use bold calls-to-action like “Your friends would love to know about this great fundraising campaign.  Share it!”or “Your colleagues wouldn’t want to miss the best event of the year – share it!”  
  2.  Make sure your call-to-action stands out.  Are you asking your email recipients to spread the word about a new service you recently launched – but your call-to-action is at the bottom of the page?  Move that call-to-action to the middle of the page. Go one step further and create a visually appealing graphic that accompanies your call to action.
  3.  Mention your call-to-action more than once.  Consider adding your call-to-action at the top, bottom and in the middle of your email. It may seem a bit redundant, but busy people have an extremely short-term memory.
  4.  Make it very easy to share your emails.Consider using a pre-defined tweet or Facebook update in your emails. This pre-defined content automatically populates when a reader hits the share button. This is extremely effective because you get to control exactly what your newsletter readers say when they share your email content. Also, by pre-defining tweets and Facebook updates, you can ensure the appropriate hashtags are used.
  5.  Send your readers to the most relevant social networks. You might consider sending your organization’s younger demographic to Twitter and Instagram and sending your brand’s older, long-term community to Facebook and LinkedIn. Before you can do this, though, you must segment your email marketing database. In the strategy development stage, do some research to learn more about which social networks your current customer base is using.
  6.  Keep lead generation in mind. Consider developing social media promotions designed to capture emails. Set a monthly budget based on how much you’re willing to spend to capture leads.  For example:  If you give away one item worth $100 per month and you capture 100 leads, you paid $1 per lead.
  7.  Activate your attentive and loyal readers. If you already have an email marketing program in place, here’s where your email marketing statistics will really come in handy. Identify every person in your email database who has opened at least 60% of your emails in the past 12 months.  These are people who regularly open your emails because they find your emails useful or entertaining. Contacting those folks directly and asking for a sit down meeting so you can ask them to become volunteers, board members, or donors is the best way to get them engaged with your organization.
  8.  Promote popular social media content in your email newsletter. Using your email newsletter to promote popular Facebook posts is a great way to leverage your community’s engagement.  Social media users often want to weigh in on popular discussions and learn what other members of your community are saying.  Point your email recipients to a popular post by saying something like: Did you miss our latest popular Facebook post?  Over 100 shares and 300 comments! 
  9.  Add social media icons to your unsubscribe page.  Create a custom landing page for email recipients who choose to opt out. Add social media icons to the page and ask: Is your inbox getting too crowded?Like us on Facebook instead. 
  10.  Create snapshots of your email newsletters and add them to Instagram.  Snapshots are brief summaries of the important items mentioned in your latest email marketing piece. You can create a visually appealing snapshot and pin that snapshot to one of your boards on Pinterest.
  11.  Test your email subject lines.  Pay special attention to your subject lines so you can determine which subject lines result in the highest open rates.  These high-performance subject lines will make great headlines for Facebook ads. They also make great opening lines for Facebook posts.
  12.  Test image effectiveness in emails.  Monitor the click-thrus on images you use in your email campaigns. Images that have a high click-thru rate in your email usually double as great images to use in your Facebook ads.
  13.  Consider adding a signup form to your Facebook page.  Instead of just adding a static signup form to your Facebook page, consider creating a video that asks people to signup for your email newsletter. Your video should: (1) detail the value of subscribing to your newsletter, (2) tell your community how often you will send them email if they subscribe, (3) provide reassurance that you won’t sell their information to a third party and, (4) show them an example of what your newsletter looks like. Remember to keep your video short – less than 2 minutes – and point people to where they can sign up.
Share Button