Just like “regular” businesses, nonprofits also need clear marketing strategies to align with their business objectives. The number one business goal, typically, for any nonprofit is to get more donations in the door to ensure their ability to deliver their mission. Unfortunately, the Social Sector has a very small advertising budget, so their marketing strategies can be somewhat limited. An affordable and efficient solution, however, is an email campaign. They’re a fantastic way to attract, and retain donors, volunteers and partners. Another often-overlooked advantage of email marketing? Emails can be monetized. Email campaigns foster increased engagement and increased income, so we wanted to share three ways nonprofits can leverage e-mail marketing to achieve both.
1. Monetization of Email Campaigns
So just how would a nonprofit monetize an email marketing campaign? There are many options to consider, but the first and easiest is with an integrated native advertisement. An advertisement that’s smoothly folded into your existing email template in an organic way. It is an easy way to engage your audience while still promoting a product or service. These advertisements take a form of suggested reading content and are a great way to make money without alienating your subscriber base.
2. Creation of Call-to-Action Campaigns
The advantage of an email list over social media is in its targeted nature. Nonprofits’ lists should be mostly, if not completely, comprised of people who have supported the organization in the past or at least are familiar with its mission and interested in spreading awareness. Nonprofits who have an active fundraising campaign can insert a “Donate” button to route people directly to the active campaign, or, can have a contest to encourage people to share the campaign on social media.
No matter the type of campaign that is being sent, regular e-mail newsletters is an important way to leverage the power of storytelling. By regularly engaging with email subscribers in this way, nonprofits can build an emotional connection, which will catalyze people to take action—whether via donation or campaign sharing. Nonprofit organizations should be sure to remain creative and fresh in the ways that they tell their story. Video, on-the-open Instagram photos, and highly clicked blog content are all ways to keep the approach fresh.
If you’re ready to drive more income for your nonprofit, contact us today.