You’re a nonprofit with limited resources. You know that email marketing and e-newsletters are important but you’re not sure how to get people to sign up. Where do you look? At the “big dogs”, of course. Large nonprofits know what they’re doing and we should follow their lead. But do they really know best?
Size Doesn’t Matter
On December 23, 2019 I visited the websites of the 100 largest nonprofits in the U.S. (according to Forbes1) in order to subscribe to each organization’s e-newsletter. My underlying assumption was that given their large budgets, they allocate the necessary resources to learn about best methods for boosting subscriptions and implement them on their sites. The goal? Ensure that their website e-newsletter subscription forms are converting at a high rate. (Converting = people fill in the form fields and click the “submit” button.) I have no idea of their conversion rates but I can tell you this: They’re not following best methods that have been tested and documented by field experts. In fact, results were very mixed.
Let’s start with the first thing that jumped out at me: Almost 1/4 of the NPOs on the Forbes list do not have an e-newsletter! When I couldn’t locate the form, I spent a minute or two looking on inner pages to see if there was a signup. But ¼ of them had no such form. (Note: The website for Disabled American Veterans has been down for awhile and I couldn’t find out if they have a newsletter or not.) That number to me is staggering, given that email marketing can be an effective method for keeping people informed, building brand awareness, mobilizing people to join advocacy efforts and yes, fundraising.
Coronavirus Update
On April 7, 2020 I rechecked the websites of the 24 organizations who had no newsletter back in December. I wondered if the pandemic would move these nonprofits to adopt and try new forms of communications with their donors and supporters; namely, start a newsletter. My findings? 1 for 24. Only one nonprofit started a newsletter.
So I am currently subscribed to 76 nonprofit e-newsletters. In case you’re wondering, my inbox is over-flowing with e-newsletters and updates and URGENT MESSAGES TO CONTACT YOUR CONGRESSPERSON NOW. I read every single email I receive. I’m learning and chronicling best practices for nonprofit email marketing content, the follow up e-book to this one.
The Importance Of Email To Your Fundraising Efforts
A fundraising strategy should include a multi-channel approach: In person meetings, direct mail, email, social media, events, various campaigns and more. The goal is not to put all your eggs in one basket.
This multi-channel approach guarantees that your organization has multiple ways to reach current and potential donors: Send them a direct mail piece but invite them to donate online. Encourage sign ups to your e-newsletter, which then distributes information about your upcoming gala event.
Given that current donor retention rates hover around 40%, the ability to sign up new subscribers to your e-newsletter and eventually move them through the fundraising funnel can be highly advantageous to your overall fundraising efforts.
To read the full report, click here
Ephraim Gopin is the founder of 1832 Communications, an agency which helps your nonprofit raise more money through strategic and smart marketing and communications. He is always happy to connect with nonprofit pros via Twitter, LinkedIn, on the phone/video chat or via his daily nonprofit newsletter.
