A 2015 nonprofit trends report revealed that 76% of nonprofit organizations do not email their subscribers more than once a month.
This is not good.
What may come as a surprise to the 76% of nonprofit that do not email more than once a month is that they will never harness the true power of email marketing for their nonprofit.
It simply cannot be done by emailing only once per month.
To truly engage your audience you have to communicate with them regularly.
It is simply not enough to drop an email newsletter into their inbox once a month.
The power of email is that it allows you to have a conversation with your readers.
But, if you are only emailing them once a month (or less!) then you are not engaging them in a conversation at all.
You are just dropping e-newsletter bombs on their inbox.
These e-newsletter bombs are too dense and too full of content to ever actually be read.
Take advantage of their attention
Here’s where a lot of nonprofits get it wrong.
They don’t make the most of the times when you have their attention.
People subscribe to your list because they WANT to hear from you right now.
Maybe they stumbled upon your website and wanted to learn more about what you do and who you help.
Maybe they went to an event and signed up to learn about future events.
Or maybe they heard you are looking for new members and they wanted to learn more before deciding if it was right for them.
No matter how or why they signed up, there is one thing that’s for sure…
They want to hear from you right now.
They want to learn more about you.
You have their attention.
But 76% of nonprofit organizations are completely ignoring them.
How nonprofits lose the attention of their subscribers
What happens when someone subscribes to learn more about these organizations?
Crickets (chirp, chirp)…
Nada, zip, zilch.
And as a result, you lose their attention.
By the time you get around to dropping your e-newsletter bomb on them they have long since moved on.
They are no longer interested.
And, even if they are, your e-newsletter bomb is so dense and so full of content that it intimidates them and they realize they don’t have time to learn about you or your work.
When people sign up for your list they are giving you permission to email them.
They are saying,
‘I want to hear from you.’
Yet, 76% of nonprofits organizations do absolutely nothing.
Do you want to know why you’re struggling to increase community engagement?
Do you want to know why you are struggling to turn prospects into donors?
And why you lose donors every year?
It’s because you are ignoring them.
Having a website is not enough.
You have to engage in a dialogue with your audience.
And email marketing is one of the most powerful tools available to nonprofits for this purpose.
Yet, 3 out of 4 do not use it effectively.
Let’s change this.
Nonprofits should send more emails
What nonprofit organizations need to do instead is develop a nonprofit email marketing system that will give the readers the information they need when they need it.
This is NOT done through e-newsletter bombs.
This is done by developing a series of pre-written emails that introduce your new subscriber to your organization by telling a great story.
These emails should be automated so they are sent on a specific schedule based on when they subscribe.
That way you’re able to give them the information they need while you have their attention. They won’t have to wait a month to hear from you.
These emails should also be written in a way that flips the e-newsletter on its head.
Instead of cramming eight stories into one email, tell one story, really well, with open and nested loops, over the course of multiple email messages.
Don’t send one long email telling the whole story.
Break up the story. Leave them bagging for the next installment.
Get them excited to receive your next email and don’t make them wait a month for it.
Strategically drip email to them over the course of a week or two. Each email advancing the plot of the great story you are telling them.
This is how you harness the power of nonprofit email marketing.
- New subscribers are giving you permission to contact them because they want to hear from you right now.
- If you ignore your subscribers you will lose their attention.
- E-newsletters are not the answer
- Instead, develop an automated system that feeds your new subscriber the information they need on a set schedule based on when they subscribed.
Keep doing good work,