E-mail has become an invaluable tool in fundraising campaigns. However, to use this tool effectively and successfully, important steps must be taken to ensure success. There are important lessons in how to use this vital medium to achieve the desired results—which is high open rate. Sadly, some non-profits take the “spray and pray” approach to e-mail blasts in the hope that by spraying the largest number of recipients their prayers for reaching the desired donor universe will be answered. Nothing could be further from truth. Indiscriminately using the “click and send” approach may result in big disappointment—the worst being the dreaded unsubscribe requests.
What follows are simple steps to ensure this important tool is used effectively and, in a manner, to bring about desired results.
1. Subject Line
Many people—non-profits professionals among them—wrongly believe that their e-mails are always read. Sadly, nothing could be further from truth. Research shows that less than 25% of e-mails are opened—including fundraising e-mails from prominent non-profit organizations. That makes the subject line a critical success factor to having higher-than-average open rate. Never lose the sight of the fact that the objective is to create e-mails with great subject lines and compelling and inspiring messages to grab the attention of the maximum possible donors.
2. Content
Content is king when it comes to reaching the target audience and to avoiding the dreaded “unsubscribe” requests. There may be a misconception on the part of some non-profits that certain words trigger spam designation. This, in fact, is a false assumption. It is not the words that trigger spam but rather the organization’s reputation. Combined with a great subject line and inspiring and engaging content, the organization is bound to have a stellar reputation leading to a much better-than-average open rate and therefore less chance of its e-mails ending up in spam filters.
3. E-Mailing Frequency
Some non-profits are of the view that fewer e-mails will lead to higher open rate and therefore more donations by dedicated donors. This is, in fact, a false assumption. E-mailing your stakeholders on a regular basis will not only ensure that your e-mails are not targeted as spams but also improves the branding of the organization and keeps the non-profit visible in the eyes of target audience—i.e., loyal donors. While this is not to encourage overwhelming your stakeholders with pointless e-mails, regular inspiring e-mails can do magic for the organization when it comes to its outreach goals.
4. Spam Filters
Open rate leads to fewer e-mails ending up in spam filters. The more people read your e-mails the better the delivery rate to the inbox instead of the spam filter. The simple rule of thumb is that good e-mails are more likely to land in the right folder. Conversely, bad e-mails are prone to be caught in the spam filters.
5. The Dreaded Unsubscribe
E-mail administers at some non-profit organizations are of the view that the feared unsubscribe requests are signs of rejection. False. Contrary to popular belief, unsubscribe requests have no adverse effect on the organization’s reputation. Furthermore, unsubscribe requests are effective tools to “cleanse” e-mail lists and make sure they are constantly evergreened. The goal is not to have the largest e-mail list. The goal should be to have a list of engaged audience that will constantly help improve the open rate. In fact, the organization may elect to send “re-engagement” e-mails soliciting the approval of the subscribers to remain on the mailing list thus ensuring a great open rate.
6. Conclusion
E-mail remains an instrumental tool in the success of any fundraising campaign or in the on-going survival of any non-profit organization. Done right, e-mail can be a great weapon to recruit and/or retain committed stakeholders or donors. However, the abuse of e-mail by some junk mail originators have made it difficult for non-profits with their worthy cause to be victims of e-mail pitfalls. The above simple steps should help avert falling in some of these common downsides. E-mail lists should be viewed as organic devices that can help the organization maintain a healthy and viable list of devoted donors and supporters.
Your Great Event is a leading event planning and consulting company dedicated to the success of non-profit organizations in California.