E-marketing is an efficient and low-cost way to attract volunteers, build support for your organization, and encourage donors to give. However, many organizations never realize the potential of e-marketing because they fail to develop e-newsletters that inspire their supporters. Below are five tips for creating compelling e-newsletters that motivate your subscribers to take action.
Include a call to action
Once your subscribers read your e-newsletter, they will want to know what to do next. You can motivate subscribers to take the next step by including a call to action after your feature article. The call to action should contain directive words, such as “give,” “call,” or “join.” Sample calls to action include guiding readers to your website where they can donate, register for an event, sign a petition, or become a member.
Be careful with your links
If you want someone to donate, make sure the link in your e-newsletter goes directly to your website’s donation page. Many nonprofit newsletters ask for support for a specific fund but direct readers to their organization’s home page. The reader then has to navigate throughout the website to make a donation. This increases the odds that your reader will become distracted and not follow through on the contribution.
Give your supporters a reason to act now
A call to action is the most effective if it conveys a sense of urgency. If readers do not feel compelled to act immediately, they will put away your e-newsletter to read another time and most likely forget about it. Mention a pressing deadline in your call to action to get your readers to act now.
Make your content easy to share
Greatly increase your e-newsletter’s circulation by encouraging your readers to share it with their friends. Include a share button in every issue, such as the free button at www.addthis.com. This allows your subscribers to easily forward your content to their friends via e-mail or post it on their social networks.
Don’t overdo the calls to action
Studies have shown that people become overwhelmed when they are presented with too many options. For this reason, you should limit the number of calls to action you include in each issue. I like to include ONE feature story followed by a compelling call to action. This keeps your newsletter focused on ONE core message.
Also, remember that supporters will not respond to your call to action unless they understand the need. Your feature article could include a success story that shows the importance of your work and explains why you value your supporters.
Rachel Foster is an award-winning copywriter and owner of Fresh Perspective Copywriting. She helps nonprofit organizations improve the results of their campaigns by providing them with compelling fundraising copy that motivates donors to give. Visit www.freshfundraising.ca to subscribe to the free Fresh Fundraising e-newsletter. You will receive monthly advice on creating grant proposals, fundraising letters, web copy and other vital communications.
