Online fundraising has multiple benefits for a non-profit. Email marketing has been gaining traction in fundraising since it boosts ROI with its manageable costs, and as the primary driver of web traffic to a giving page.
Many fundraisers deploy direct mail content and tactics in email marketing, but Mambo recommends taking advantage of the differences of email, rather than developing content for it as an after-thought.
There are five basics your non-profit can do to maximize online giving:
1. Tempt your constituents with an enticing subject line. Motivate them to want to open the email. Experiment by looking at your open rates to see how different styles work with different constituent segments.
2. Write differently for email. It’s more casual than a direct mail piece. The tone should be different than direct mail, more informal and personal.
3. Be brief. How many emails do you like to read that are more than a couple of paragraphs long?
4. Segment. Try different content and tone with different constituent segments, such as giving history, affinity or other established segments in your donor database.
5. Integrate digital assets that are unique to using email, such as videos and pictures. They are eye-catching and enhance storytelling.
Implementing these basics will inspire even more creative ideas from teams in the future, enabling an increase in online giving.
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