Thursday, June 21, 2012
Elements of a great nonprofit e-news campaign
Want to create the most effective marketing plan for your nonprofit? Be sure you include email campaigns. Target Marketing’s 2012 Media Usage Survey tells us that email is the most used and effective marketing tool. Is your nonprofit using email campaigns effectively?
Here are 6 elements to consider for great nonprofit email campaigns:
1. Create a solid email contact list
Be sure you are reaching the audience you want, those who are most passionate about you. Include opt-ins to your e-news on your website and social media. When people come to your building or participate in programs, ask them to sign up for your e-newsletter. Collect emails naturally; your best lists are not purchased.
2. Write a shiny subject line
A higher percentage of you audience will read your subject line than will read the entire email. If you want them to read the email, you need to get them interested in the topic. If they’re not, you’ve lost them. Not sure how to write that compelling subject line? Check out these 15 tips.
3. Create compelling content
Stick to content that is relevant to you and your audience. Only send emails when you have something important or engaging to talk about. Always ask, “Is this something that warrants sharing?” Then, spice it up. Try a little personality, something uniquely from you. Make a joke; have an opinion; keep the tone friendly and personal. Tell stories.
4. Keep it concise
We are all busy, so get to the point. Keep in mind that many of your recipients may be reading your email on the go on a smartphone or tablet. If the message is too long, it won’t be read. Likewise, it should be optimized for mobile viewing. Providing links to more information is also a good way to keep your message brief.
5. Make your content easy to share
Ask recipients to forward the email on. Integrate your emails with social media marketing. No matter how great your original list may be, having your fans share it with their friends and family on social networks is a great endorsement for your organization. This is the true test of whether your contest is great or just so-so.
A number of variables go into the open rate, click-throughs and effectiveness for e-campaigns: time of day the email is sent, subject line, number of calls to action, etc. To find out what your audience responds best to, run A/B and multivariate tests. Doing these tests will give you a huge advantage in understanding how to best reach your audience.
Keep these elements in mind and e-campaigns will be an effective marketing tool for your nonprofit.