I am a big believer in story-based nonprofit email marketing.
That’s why I write a lot about how to improve your nonprofit storytelling and how to use your stories to create email messages that engage your readers and move them to take action.
If you want to get an overview of how I teach these topics to my clients you can sign up here:
From my experience, one of the most powerfully effective ways to tell nonprofit stories over email is to serialize your stories so they are told over the course of multiple emails.
Below I’ll discuss the 5 biggest advantages of using serialized stories as part of your nonprofit email marketing strategy.
Advantage #1 of serialized stories in nonprofit email marketing
It helps you get away from the over-done nonprofit email newsletter.
I believe nonprofits could do a lot more with their email marketing if they would just let go of the nonprofit email newsletter.
Want to learn more about why I’m not a fan of the email newsletter? Read this post: Nonprofit Email Newsletter Bombs (Opens in a new tab).
Nonprofit email newsletters simply provide too much information all at once to someone who doesn’t have time to read it all.
There is a lot more power and flexibility in sending short emails that tell one story at a time.
Why put so much time and energy into creating a massive email newsletter that people are not going to read?
Wouldn’t you rather have people read what you spend so much time creating?
Which leads me to another advantage…
Advantage #2 of serialized stories for nonprofit email marketing
Serialized storytelling will ensure your subscribers actually read your stories. This in turn helps you better control your marketing message to your audience.
If you give people eight stories to choose from, most likely they will chose only one. Which one will they choose?
Who knows? You sure don’t.
If you don’t know what they read then you don’t know what they’ve learned about your organization.
Wouldn’t you rather have more control over what your audience is learning and when they learn it?
Sending one story at time gives you much more control over your message. It allows you to introduce your organization in the same way to everyone and it allows you to do it in a meaningful and purposeful way.
Serializing your stories makes them even more impactful because they are now respectful of the amount of time a reader will put into reading one email.
Since the email is much shorter, they actually take the time to read the whole thing…especially if you’re a great storyteller.
Now they are reading a lot more of your content. Your time is no longer being wasted writing stories no one reads.
Advantage #3 of serialized stories for nonprofit email marketing
It allows you to send more email without annoying your subscribers.
Chances are your nonprofit does not send enough email messages to your subscribers.
You can read this post to find out if this applies to you: Nonprofits Need to Send More Email [hint: there’s about an 80% chance it does.]
You want to send more email messages because that helps you stay top of mind, allows you to build more meaningful relationships more quickly, and helps turn your community of support into raving fans.
But how do you send more email messages without bothering people and causing them to unsubscribe, or worse, accuse you of spamming them?
Simple, tell powerful stories really well over the course of time with serialized nonprofit email marketing.
People will not unsubscribe if they enjoy the stories you tell.
People will not unsubscribe if you tell stories that make them FEEL something.
Serializing your nonprofit stories makes this all much easier to achieve.
Advantage #4 of serialized stories for nonprofit email marketing
It allows you to create more email messages without having to create loads more content.
You do not want to inundate your subscribers with massive nonprofit email newsletters every week. This is entirely too much content that they’ll never read and you’ll kill yourself trying to create that much content.
Instead of creating your next massive email newsletter, try this…
Take each story of your newsletter and turn them into serialized stories that are told over the course of 2 or 3 email messages each.
Then load those stories into your email automation software. This will allow your email messages to be sent out every week (or how ever often you decide) without you having to lift a finger.
You can focus on other aspects of your nonprofit marketing while the email automation software takes care of delivery for the rest of the quarter.
How great is that!?
Advantage #5 of serialized stories for nonprofit email marketing
Your open rates will increase because people are excited to read the continuation of the story.
And your click-through rates will increase because each email contains only one call to action.
- Serialized stories will help you get away from the over-done nonprofit email newsletter.
- It will allow you to better control your marketing message because your subscribers will actually read your content in the order you choose to send it.
- It allows you to send email more often to your subscribers without annoying your subscribers
- It allows you to send more email without having to create loads more content.
- And it will increase your email marketing engagement metrics.
I guess the only question left is why aren’t you using serialized stories as part of your nonprofit email marketing strategy?
What to learn more about how to effectively use serialized stories in your nonprofit email marketing?
I have a step-by-step program that teaches nonprofit marketing and fundraising professionals exactly how to do this.
This program teaches you not only how to serialize your nonprofit stories for more powerfully effective email marketing, but it also teaches you how to automate your entire email marketing system so that it runs on autopilot.
You can learn more about this program here:
ENGAGE: Nonprofit Email Marketing