You may not be able to predict the future, but you can create your own Grays Sports Almanac with an email marketing plan that gets your nonprofit organization ready for anything.
Where we’re going, we don’t need roads – just email.
Start attracting more volunteers, donors, and attention for your organization with the right plan, and take them on a quest to change the world as they know it.
Start with what you know
Get started by sending emails consistently, at least one email every month on the same day of the month, around events you know are important to your organization. This consistency helps donors and volunteers to anticipate your emails.
A monthly email newsletter can update your audience on what has been accomplished in the past 30 days and helps them to feel that they are helping the cause. Focus on your main goals, such as donor contributions or calls for volunteers, and make those your email calls to action in each email. Once your basic plan is in place you can get more advanced.
Are there specific campaigns you’ll want to communicate about?
When you’re running campaigns that have a hard date associated with them, you may need to communicate more frequently with your contacts. These campaigns would be around something like a donation, event, or volunteer opportunity.
In addition to your monthly email newsletter, plan on announcing your campaign, sending a reminder about it, and giving people a last chance to participate. Add these items to your overall plan.
Don’t forget to thank your audience
Your audience needs to feel appreciated, and useful, so show signs they’re helping to push progress towards the cause. Thank your audience each time they donate and each time a volunteer offers their time. This rewards them and makes them more likely to donate or volunteer again, helping your organization grow.
What is working and what needs to change?
The more you plan, and the more closely you check your progress, the better you can adapt your plan going forward.
As your emails are going out, pay attention to open rates and click-through rates. If the rates are low, your subject lines may not be grabbing the attention of your audience, or you may not be clear enough on what you want them to do after reading the email. Make adjustments to find what works best for your audience.
Luck favors the prepared
The future is always uncertain, but planning your email marketing to be successful now will help lay the foundation to be successful in the future. Then you can follow those flaming tire tracks all the way to a future where your nonprofit organization is busy changing the world alongside passionate donors and volunteers.