E-mail is fast becoming an integrated part of fundraising programs. On average, Canadians receive six permission-based e-mails a week. Seeking and obtaining permission is the starting point for any successful e-mail fundraising campaign. Permission should be obtained before sending out your e-mail fundraising campaign and this can be done in several ways:
- an e-mail signup option on your website
- an e-mail signup form at your special event
- an e-mail option on your direct mail piece
- an e-mail option in your newsletter or e-newsletter
All of these help you obtain permission from your supporters or potential supporters. However, once you have permission you should make it very easy for recipients to confirm their permission when they receive your first e-mail or unsubscribe to your e-mail. This can be done by including a simple radio button on your e-mail that the recipient checks off. Always in your e-mail campaigns allow your recipient to unsubscribe if they wish. This ensures that, moving forward, you are sending your e-mail requests to the right people and not alienating others from your organization.
It is important that your e-mail deployment service be able to provide you with basic data on your campaigns such as: number of e-mails opened; a list of hard bounce backs, meaning your e-mail address is incorrect for that recipient; links clicked on in your e-mail; number of e-mails that were passed along to someone else; and number of donations made as a result of your e-mail campaign. Reports can be as simple or sophisticated to meet your needs, but this basic data is key in managing your e-mail campaigns. Also, ensure that your e-mail deployment provider can detect if your recipient can accept a HTML or text version of your e-mail. You will need to produce both, though most recipients now can receive HTML e-mails.
Fundamental centerpieces of your e-mail campaign
There are three fundamental centerpieces to your e-mail campaign: list management, storytelling, and technology. We have already talked about technology above with permission-based e-mails and your e-mail deployment service provider requirements.
Managing your list is key to developing a productive ongoing e-mail fundraising program. Whenever possible, send your recipients what they want when they want it. This is easy to do with e-mail. Just ask your audience what they are interested in by topic area and when they would like to receive this information – once a year, once a month and so on. This dramatically impacts the level of engagement your supporters will have with your organization. It demonstrates that you are listening to their needs, an important building block in any relationship.
Storytelling is central to engagement. Use graphics and a photo in your e-mail to relay the human aspect of your message. Just be sure that these files are small so you don’t clog up inboxes. Your story should focus on building a case of support for your work. It should be solution-oriented, brief, personal in tone, and be in the present and active. You should let your reader know the impact of their donation on achieving your solution. Ensure that you develop a template for your e-mails so that readers get used to finding what they need easily.
Your technology, list management and storytelling should all focus on the end user. Doing so means that you are providing your supporter and potential supporters with personalized communications. This shows that you care about them and that you have listened. This is important when building a trusting relationship with your donor base. If you show that you care about your audience they, in turn, will care about you.
Pattie LaCroix has directed marketing and communications programs for nonprofits for over ten years. As vice president of Communicopia, she is passionate about creating online communications strategies for nonprofits that engage their audience and build support for their work. You can contact Pattie through www.communicopia.net.
