{"id":18479,"date":"2020-03-01T17:40:48","date_gmt":"2020-03-01T17:40:48","guid":{"rendered":"https:\/\/getanewsletter.com\/blog\/nonprofit-newsletters-write-emails-raise-contributions\/"},"modified":"2024-04-08T08:07:26","modified_gmt":"2024-04-08T08:07:26","slug":"nonprofit-newsletters-write-emails-raise-contributions","status":"publish","type":"post","link":"https:\/\/getanewsletter.com\/en\/blog\/nonprofit-newsletters-write-emails-raise-contributions\/","title":{"rendered":"Nonprofit Newsletters: Write Charity Emails that Generate Contributions for Your Cause"},"content":{"rendered":"<p><strong>Nonprofit newsletters have a massive part to play in charitable fundraising. With studies showing ROI rates of 28% compared to just 7% for direct marketing, no charity can afford to neglect its email program. <\/strong><\/p>\n<p>What makes email so powerful for nonprofits?<\/p>\n<p>Let&#8217;s start with the basics:<\/p>\n<ul>\n<li><strong>Potential reach is massive<\/strong>: email has <a href=\"https:\/\/getanewsletter.com\/en\/blog\/email-marketing-vs-social-media-marketing\/\">3.93 billion users worldwide<\/a><\/li>\n<li><strong>99%<\/strong> of users <a href=\"https:\/\/getanewsletter.com\/en\/blog\/email-marketing-stats-2019\/\">check their email daily<\/a><\/li>\n<li>Research shows that email is 40 times more effective at generating new customers for businesses than Facebook and Twitter <u>COMBINED<\/u><\/li>\n<\/ul>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/mathyas-kurmann-fb7yNPbT0l8-unsplash_f63f6bb50928294030553d3a560f71f7_800.jpg 1x, https:\/\/images.storychief.com\/account_17332\/mathyas-kurmann-fb7yNPbT0l8-unsplash_f63f6bb50928294030553d3a560f71f7_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/mathyas-kurmann-fb7yNPbT0l8-unsplash_f63f6bb50928294030553d3a560f71f7_800.jpg 1x, https:\/\/images.storychief.com\/account_17332\/mathyas-kurmann-fb7yNPbT0l8-unsplash_f63f6bb50928294030553d3a560f71f7_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/mathyas-kurmann-fb7yNPbT0l8-unsplash_f63f6bb50928294030553d3a560f71f7_800.jpg\" alt=\"Nonprofit newsletters - The power of the mailbox\" \/><\/picture><\/figure>\n<p id=\"4uhlo\">OK, but that doesn&#8217;t say anything specific about nonprofits&#8230;<\/p>\n<p><a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/the-data-backed-guide-to-nonprofit-marketing\/?g#four\" rel=\"nofollow noopener\" target=\"_blank\">A major study<\/a> by CampaignMonitor and Qgiv found that:<\/p>\n<ul>\n<li>Email drove <strong><u>MORE<\/u><\/strong> charitable donations than any other online channel<\/li>\n<li>Email is the donors&#8217; <strong><u>PREFERRED<\/u><\/strong> channel for hearing from causes they support (42%)<\/li>\n<li>20.5% of donors said that emails made them <strong><u>MORE LIKELY TO DONATE AGAIN<\/u><\/strong><\/li>\n<\/ul>\n<p>And yet the same study found that charities themselves believe donors prefer to engage through social media!<\/p>\n<p><a href=\"https:\/\/www.charityconnect.co.uk\/post\/email-marketing-tips-for-charities\/2300\" target=\"_blank\" rel=\"noopener\">Another study<\/a>, this time by Connect Assist, found that 70% of nonprofits see building relationships with supporters as important. But only 20% are doing it digitally.<\/p>\n<p>And Mailchimp found that only 60% of charities are using email to raise money and inform their supporters.<\/p>\n<blockquote><p><em>Many nonprofits are struggling to bring in contributions. <\/em><\/p><\/blockquote>\n<blockquote><p><em>Thousands of good causes are competing for attention. <\/em><\/p><\/blockquote>\n<p id=\"8ifo1\">Your nonprofit <a href=\"https:\/\/getanewsletter.com\/en\/marketing-guides\/how-to-succeed-with-your-email-marketing\/email-marketing-strategy\/\">newsletter strategy<\/a> could give you the edge you need to thrive and survive.<\/p>\n<p>The case for nonprofit email marketing is pretty watertight.<\/p>\n<ul>\n<li><a href=\"https:\/\/getanewsletter.com\/en\/marketing-guides\/how-to-succeed-with-your-email-marketing\/introduction-to-email-marketing\/\">Email marketing<\/a> displays consistently better ROI than alternatives<\/li>\n<li>It is much cheaper than PPC, SEO, telemarketing, or direct mailing<\/li>\n<li>Results are easy to analyze and campaigns are easy to adapt<\/li>\n<li>It&#8217;s how the donors actually <strong><u>WANT<\/u><\/strong> to hear from charities<\/li>\n<\/ul>\n<p>In this blog, we&#8217;ll examine some general principles behind successful nonprofit newsletters and then we&#8217;ll look at <strong><u>four<\/u><\/strong> super-effective types of campaigns. And finally, we&#8217;ll wrap up with some bonus tips!<\/p>\n<p><strong>Table of Contents<\/strong><\/p>\n<ol>\n<li><a href=\"#75j0f\">What are charity supporters looking for?<\/a><\/li>\n<li><a href=\"#36i8l\">Welcome series<\/a><\/li>\n<li><a href=\"#368f3\">Targeted appeals<\/a><\/li>\n<li><a href=\"#dp2nt\">Opportunities for storytelling<\/a><\/li>\n<li><a href=\"#69hm6\">Thank you messages<\/a><\/li>\n<li><a href=\"#ct4ms\">Bonus tips for successful nonprofit newsletters<\/a><\/li>\n<\/ol>\n<p id=\"ctifl\">Loads of nonprofits worldwide are <a href=\"https:\/\/getanewsletter.com\/en\/features\/email-marketing\/\">supercharging<\/a> their email marketing with Get A Newsletter. Join them today!<\/p>\n<div class=\"poptin-embedded\" data-id=\"ef5de6463c6a5\"><\/div>\n<h2 id=\"75j0f\">1. What are charity supporters looking for?<\/h2>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/ben-white-ejpzqDLBFiA-unsplash_16bb7368ca0b4fb1d77cb162a1599bd5_800.jpg 1x, https:\/\/images.storychief.com\/account_17332\/ben-white-ejpzqDLBFiA-unsplash_16bb7368ca0b4fb1d77cb162a1599bd5_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/ben-white-ejpzqDLBFiA-unsplash_16bb7368ca0b4fb1d77cb162a1599bd5_800.jpg 1x, https:\/\/images.storychief.com\/account_17332\/ben-white-ejpzqDLBFiA-unsplash_16bb7368ca0b4fb1d77cb162a1599bd5_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/ben-white-ejpzqDLBFiA-unsplash_16bb7368ca0b4fb1d77cb162a1599bd5_800.jpg\" alt=\"\" \/><\/picture><\/figure>\n<p>People don&#8217;t subscribe to nonprofits&#8217; email lists for the same reasons they subscribe to a business.<\/p>\n<p>People don&#8217;t give money to charities for the same reasons they give money to companies.<\/p>\n<p id=\"7dk71\">So as much as <a href=\"https:\/\/getanewsletter.com\/en\/blog\/ultimate-guide-email-marketing-beginners\/\">all the other wisdom we&#8217;ve shared about successful email marketing still applies<\/a>, the guidelines need adjusting!<\/p>\n<p>People sign up and donate because,<\/p>\n<h3 id=\"e68e\">1. They support your cause already<\/h3>\n<p>Whether for solely altruistic reasons or because family and friends support it, they want to see the goals you promote realized.<\/p>\n<h3 id=\"4djl\">2. They trust your organization to achieve positive goals<\/h3>\n<p>Lots of charities promote the same causes, but it&#8217;s the ones that generate trust that raise more money.<\/p>\n<h3 id=\"a64lm\">3. They appreciate the results you produce<\/h3>\n<p>Your charity gets things done and can prove it.<\/p>\n<h3 id=\"40vo0\">4. It makes them feel good about themselves<\/h3>\n<p>Not everyone would admit to this, but feeling appreciated and feeling that you&#8217;re doing good in the world are powerful motivators.<\/p>\n<p>No doubt there are many other reasons, but these are the most important ones. In the rest of this blog, we&#8217;ll show how they can be applied to the best effect.<\/p>\n<h2 id=\"36i8l\">2. Welcome Series<\/h2>\n<p>Nonprofit newsletters get some of the best average open rates in email marketing (<a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/ultimate-guide-email-marketing-nonprofits\/\" rel=\"nofollow noopener\" target=\"_blank\">25.96% according to recent studies<\/a>)<\/p>\n<p>Experian found that welcome emails get six times more opens than other promotional emails across all sectors.<\/p>\n<p>In the nonprofit sector, <a href=\"https:\/\/www.classy.org\/blog\/nonprofit-email-marketing-9-examples\/\" target=\"_blank\" rel=\"noopener\">it&#8217;s eight times<\/a> more! So your welcome message is a key opportunity to make a splash.<\/p>\n<p>First of all, it&#8217;s a great way to show new subscribers that they are important and that you are grateful for their support.<\/p>\n<p>Above all, they provide important opportunities to nurture new leads by:<\/p>\n<ul>\n<li>Showcasing the work you do<\/li>\n<li>Appealing for donations and other types of support<\/li>\n<li>Raising awareness of the problems your cause addresses<\/li>\n<li>Setting expectations about frequency and types of contact, which is important for <a href=\"https:\/\/getanewsletter.com\/en\/blog\/how-to-reduce-newsletter-unsubscribe-rates\/\">keeping unsubscribe rates down<\/a><\/li>\n<\/ul>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/Save-Children_95d4cb80631bfe3f4aa1a72aec36e39e_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/Save-Children_95d4cb80631bfe3f4aa1a72aec36e39e_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/Save-Children_95d4cb80631bfe3f4aa1a72aec36e39e_800.png\" alt=\"\" \/><\/picture><figcaption>Source: www.savethechildren.org.uk<\/figcaption><\/figure>\n<p>This is a great example of a welcome message from <a href=\"https:\/\/www.savethechildren.org.uk\/\" target=\"_blank\" rel=\"noopener\">Save The Children<\/a>, and what&#8217;s more, it&#8217;s <strong><u>PERSONALIZED<\/u><\/strong>.<\/p>\n<ul>\n<li>EduServ found that 17% of people in the UK would <a href=\"https:\/\/www.charityconnect.co.uk\/post\/email-marketing-tips-for-charities\/2300\" target=\"_blank\" rel=\"noopener\">donate an extra \u00a315 or more per month to charities if they personalized their approaches<\/a> better<\/li>\n<li>78% of US email users have reported that <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-personalization-imperative\/\" target=\"_blank\" rel=\"noopener\">personalized content makes them more likely to spend money<\/a> (or in nonprofit cases, donate)<\/li>\n<li>Personalized content in general drives <a href=\"https:\/\/marketingland.com\/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241\" target=\"_blank\" rel=\"noopener\">x6 the ROI of generic email content<\/a><\/li>\n<\/ul>\n<p id=\"br1fj\"><strong>Those numbers are pretty convincing! So:<\/strong><\/p>\n<ul>\n<li>Make sure your <a href=\"https:\/\/getanewsletter.com\/en\/features\/signup-forms\/\">signup forms<\/a> collect enough data to <a href=\"https:\/\/getanewsletter.com\/en\/features\/email-personalization\/\">personalize<\/a> &#8211; a name at the very least!<\/li>\n<li>Where possible, ask subscribers to provide information about what they are interested in and how often they want to hear from you. Then you can tailor content to <a href=\"https:\/\/getanewsletter.com\/en\/blog\/how-to-plan-a-targeted-email-marketing-strategy\/\">interest segments<\/a><\/li>\n<\/ul>\n<h2 id=\"368f3\">3. Targeted Appeals<\/h2>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/samir-1_5570949a146f83daf680e49ea7a46179_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/samir-1_5570949a146f83daf680e49ea7a46179_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/samir-1_5570949a146f83daf680e49ea7a46179_800.png\" alt=\"\" \/><\/picture><figcaption>Source: www.cafonline.org<\/figcaption><\/figure>\n<p id=\"4fm0o\">In one of the studies mentioned earlier, 68.8% of subscribers said they were more likely to donate after receiving an appeal for a specific need.<\/p>\n<p>The cause you promote in general terms is something your subscribers already support.<\/p>\n<p>You need to show that there is an immediate problem that your readers&#8217; donations can help solve. That provides a compelling reason to act now, in a way that raising the wider, abstract issue does not.<\/p>\n<p id=\"dftrr\">That <u>urgency<\/u> taps into all of the reasons why people support the charities that we listed above.<\/p>\n<p>As well as promoting a <em>specific<\/em> problem that needs <em>urgent<\/em> relief, you should show the <em>impact<\/em> that individual donors can have.<\/p>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/Screen-Shot-2017-02-23-at-2_13_59-PM_fe139834ea03126b227a50683d088d4e_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/Screen-Shot-2017-02-23-at-2_13_59-PM_fe139834ea03126b227a50683d088d4e_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/Screen-Shot-2017-02-23-at-2_13_59-PM_fe139834ea03126b227a50683d088d4e_800.png\" alt=\"Nonprofit newsletters - Make it personal\" \/><\/picture><figcaption>Source: npengage.com<\/figcaption><\/figure>\n<p>This example illustrates the impact a donation can have by putting it into terms of <em><u>helping a real person<\/u>. <\/em><\/p>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/unicef_aa67c0b672b1ce5249e8d46821802622_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/unicef_aa67c0b672b1ce5249e8d46821802622_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/unicef_aa67c0b672b1ce5249e8d46821802622_800.png\" alt=\"Nonprofit newsletters - Show the impact donations will have\" \/><\/picture><figcaption>Source: unicef.org<\/figcaption><\/figure>\n<p>And this one points out the actual benefit a donation would produce in terms of <em><u>outcomes<\/u><\/em>.<\/p>\n<p id=\"d14ir\">These are good examples of targeted appeals because they successfully speak to the reasons why people donate.<\/p>\n<p id=\"30b00\"><strong>If you are looking to create nonprofit newsletters, then<a href=\"https:\/\/getanewsletter.com\/en\/features\/email-marketing\/\"> check out Get A Newsletter <\/a>today!<\/strong><\/p>\n<h2 id=\"dp2nt\">4. Opportunities for Storytelling<\/h2>\n<p>One of the big plus points of email is the amount of freedom it gives you.<\/p>\n<ul>\n<li>For example, you can include text and images<\/li>\n<li>You can add links and social media buttons, in order to make the message interactive<\/li>\n<\/ul>\n<p>Email is powerful because it combines the best features of offline media like direct mailing with the best features of online.<\/p>\n<p>As humans, we respond to <strong><u>STORIES<\/u><\/strong>. And the design freedom that email provides maximizes storytelling power.<\/p>\n<p>Pictures help us to connect stories with our lives. That&#8217;s why <a href=\"https:\/\/buffer.com\/resources\/7-facebook-stats-you-should-know-for-a-more-engaging-page\" rel=\"nofollow noopener\" target=\"_blank\">social media posts with images<\/a> get:<\/p>\n<ul>\n<li><strong><u>53%<\/u><\/strong> more likes<\/li>\n<li><strong><u>104% <\/u><\/strong>more comments<\/li>\n<li><strong><u>84%<\/u><\/strong> more clickthrough<\/li>\n<li><u>36%<\/u> of charity donors said that images made a contribution to their decisions<\/li>\n<\/ul>\n<p id=\"63n7a\">Make sure you include relevant, striking imagery because it has a strong emotional effect.<\/p>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/7aa3957f-8239-49f5-a645-aae67b5f947b_Bushfire-Fundraiser-blog_6f5eaf12ae83411b158d6668570185f2_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/7aa3957f-8239-49f5-a645-aae67b5f947b_Bushfire-Fundraiser-blog_6f5eaf12ae83411b158d6668570185f2_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/7aa3957f-8239-49f5-a645-aae67b5f947b_Bushfire-Fundraiser-blog_6f5eaf12ae83411b158d6668570185f2_800.jpg\" alt=\"\" \/><\/picture><figcaption>Source: fanatical.com<\/figcaption><\/figure>\n<p>This brings us to another great storytelling tactic.<\/p>\n<p>Business email marketers regularly use <a href=\"https:\/\/optinmonster.com\/social-proof-statistics\/\" rel=\"nofollow noopener\" target=\"_blank\"><strong><u>CASE STUDIES<\/u><\/strong> and <strong><u>SOCIAL PROOF<\/u><\/strong><\/a>, because they have such an impact on follow-up actions.<\/p>\n<p id=\"2ibq\">Nonprofit newsletters can get the same effect when they use <strong>REAL LIFE STORIES<\/strong>.<\/p>\n<p>Donors identify with people, and so people (or animals!) should be at the heart of your appeals.<\/p>\n<h2 id=\"69hm6\">5. Thank you messages<\/h2>\n<p>Everybody likes to be thanked, so charities should take the opportunities email provides to show <strong><u>gratitude<\/u><\/strong>.<\/p>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/WWF_PolarBear_OnlineCertificate_1_4ff77ec929837a5f298c0854720129cd_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/WWF_PolarBear_OnlineCertificate_1_4ff77ec929837a5f298c0854720129cd_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/WWF_PolarBear_OnlineCertificate_1_4ff77ec929837a5f298c0854720129cd_800.jpg\" alt=\"\" \/><\/picture><figcaption>Source: support.wwf.org.uk<\/figcaption><\/figure>\n<p id=\"9tgif\">Supporters who feel taken for granted are likely to move on. Therefore, you should always say thank you for their positive engagements.<\/p>\n<p>That could be:<\/p>\n<ul>\n<li>Signing up for a newsletter list<\/li>\n<li>Making a donation<\/li>\n<li>Signing a petition<\/li>\n<li>Following you on social media<\/li>\n<\/ul>\n<p>Even if you are not creating positive engagement, you must take care to keep your audience at least passively engaged.<\/p>\n<p id=\"7mh74\">Nonprofits reduce their unsubscribe rates when they send four or more updates per month to supporters because they are keeping their work front-of-mind.<\/p>\n<p>In other words, it\u2019s important to use your emails to show your subscribers that they matter.<\/p>\n<p>Whether you\u2019re providing <strong><u>valuable content<\/u><\/strong> and <strong><u>stories<\/u><\/strong>, whether you\u2019re saying<strong> <u>thank you,<\/u><\/strong> or whether you\u2019re making a <strong><u>targeted appeal<\/u><\/strong>, every message can help tie your audience closer to your cause.<\/p>\n<h2 id=\"ct4ms\">6. Bonus Tips for Successful Nonprofit Newsletters<\/h2>\n<p>We&#8217;ve looked at the three most important types of email campaigns all nonprofits should have in place.<\/p>\n<p>Now we&#8217;re going to run through some quickfire tips you can implement to improve ROI.<\/p>\n<p>Ready?<\/p>\n<p>Then here we go!<\/p>\n<h3 id=\"fncpv\">Tip 1 &#8211; Provide different options to donate<\/h3>\n<p>All your nonprofit newsletters should include a <strong><u><a href=\"https:\/\/getanewsletter.com\/en\/marketing-guides\/how-to-succeed-with-your-email-marketing\/call-to-action\/\">CALL TO ACTION<\/a><\/u><\/strong> and usually, that will be a request for donations.<\/p>\n<p>In contrast to the best practice advice about sign-up forms, donation forms should give plenty of options. This is a great example, which covers all the bases:<\/p>\n<figure class=\"image regular \"><picture><source srcset=\"https:\/\/images.storychief.com\/account_17332\/online-donation-form1_6f53b49369bfafc669c418187c6f19fc_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_17332\/online-donation-form1_6f53b49369bfafc669c418187c6f19fc_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_17332\/online-donation-form1_6f53b49369bfafc669c418187c6f19fc_800.png\" alt=\"\" \/><\/picture><figcaption>Source: www.harborcompliance.com<\/figcaption><\/figure>\n<p>What&#8217;s so good about it? It works because it caters to every type of donor:<\/p>\n<ul>\n<li>There is a wide range of suggested donations<\/li>\n<li>Donors can choose which of the charity&#8217;s particular campaigns their money should go to<\/li>\n<li>An option to make the donation recurring is included<\/li>\n<li>Donors can contribute anonymously<\/li>\n<li>A range of credit cards are catered for<\/li>\n<\/ul>\n<p>And finally, the form includes the website&#8217;s security credentials.<\/p>\n<p><em>Don&#8217;t restrict your donors&#8217; ability to give by limiting their options. <\/em><\/p>\n<h3 id=\"el8h\">Tip 2 &#8211; Use emails to refine other channels&#8217; messaging<\/h3>\n<p>It is cheap and quick to produce and send out an email, but it is slow and expensive to send out a postal mailshot.<\/p>\n<p>By carefully experimenting with wording, messages, and pictures in your email marketing, nonprofits can work out what does and doesn&#8217;t work well <strong><u>BEFORE<\/u><\/strong> committing money to costly channels like direct marketing, telemarketing, and PPC.<\/p>\n<h3 id=\"bmsgd\">Tip 3 &#8211; Treat incomplete donations like abandoned carts<\/h3>\n<p>Again, email marketing lessons from eCommerce can be applied to nonprofits with a little thought.<\/p>\n<p>Thousands of online retailers have set up automated workflows that remind customers about purchases they began but did not complete.<\/p>\n<p>Nonprofits can do the exact same thing with incomplete donations.<\/p>\n<p>This can make all the difference because retail cart abandonment rates are typically between 60&amp; and 80%!<\/p>\n<h3 id=\"d6iab\">Tip 4 &#8211; Target lapsed donors<\/h3>\n<p>Yet another lesson from business marketing: it&#8217;s quicker and cheaper to get an existing customer to spend more money than it is to acquire a new customer.<\/p>\n<p>Therefore, nonprofit newsletters should make a point of re-engaging people who have given money before.<\/p>\n<ul>\n<li>Define what a &#8220;lapsed donor&#8221; is to your organization. It may be somebody who hasn&#8217;t donated in six months, a year, two years, etc<\/li>\n<li>Work out why they have stopped giving &#8211; perhaps with a survey email<\/li>\n<li>Design a campaign targeted exclusively at this lapsed segment that addresses those reasons for stopping giving or creates new reasons<\/li>\n<\/ul>\n<p>And when you&#8217;ve re-engaged them <strong><u>THANK THEM<\/u><\/strong>!<\/p>\n<h3 id=\"57ncn\">Tip 5 &#8211; Get to the point<\/h3>\n<p>Everyone gets more emails than they can ever read, so you need yours to stand out.<\/p>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\" target=\"_blank\" rel=\"noopener\">Research by Nielsen<\/a> has found that:<\/p>\n<ul>\n<li>79% of readers scan online content<\/li>\n<li>80% of attention given is above the fold<\/li>\n<li>A typical email receives no more than 15 seconds of attention<\/li>\n<li>Even when opened, the average newsletter gets just 51 seconds of attention<\/li>\n<\/ul>\n<p>Nonprofit newsletters need to make an impression right away. That means:<\/p>\n<ul>\n<li>Using a killer subject line<\/li>\n<li>Employing powerful images<\/li>\n<li>Writing an engaging opening paragraph<\/li>\n<\/ul>\n<p>If a reader is not gripped by the opening of your newsletter, they&#8217;ll never see what comes later. Therefore, dedicate a disproportionate amount of time and effort to the introductory sections.<\/p>\n<p>We&#8217;ve got a whole <a href=\"https:\/\/getanewsletter.com\/en\/blog\/newsletter-introduction-examples-how-to-write-catchy-intros-for-your-newsletters\/\">blog about writing catchy newsletter intros<\/a>, so head on over there and check it out!<\/p>\n<p id=\"23mf5\">So there you have it!<\/p>\n<h2 id=\"eqfil\">That&#8217;s our guide to writing nonprofit newsletters that get results for your cause.<\/h2>\n<p>We hope that you found it useful and that this advice helps you get more supporters and more donations!<\/p>\n<p id=\"a6a44\">And if you are looking for a simple, effective, and affordable email marketing solution, <a href=\"https:\/\/getanewsletter.com\/en\/\">see what Get A Newsletter<\/a> has to offer.<\/p>\n<p>It&#8217;s completely FREE for users with up to 100 contacts sending up to 500 messages per month!<!-- End strchf script --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nonprofit newsletters have a massive part to play in charitable fundraising.  With studies showing ROI rates of 28% compared to just 7% for direct marketing, no charity can afford to neglect its email program.  What makes email so powerful for nonprofits?<\/p>\n","protected":false},"author":2,"featured_media":18480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[10,88],"tags":[482,3,25,105,476],"class_list":{"0":"post-18479","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email-marketing","8":"category-newsletters","9":"tag-content-creation","10":"tag-email-marketing","11":"tag-newsletters","12":"tag-open-rates","13":"tag-return-on-investment","14":"entry"},"_links":{"self":[{"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/posts\/18479","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/comments?post=18479"}],"version-history":[{"count":0,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/posts\/18479\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/media\/18480"}],"wp:attachment":[{"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/media?parent=18479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/categories?post=18479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/getanewsletter.com\/en\/wp-json\/wp\/v2\/tags?post=18479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}