Blackbaud – 4 Critical Components to Your Nonprofits Email Marketing Strategy
I’ve been deep in the world of email marketing for the past few months.
It’s a form of communication (and full blown industry) that’s been around for a while. There are very well established best practices, standard metrics that are tracked, widely accepted and proven statistical data to measure your effectiveness by and countless bits of information on the web to teach us how to do email marketing and communication well.
Funny thing is though; a lot of us don’t listen (or get off track due to the need to drive results in the short term).
That said … here’s 4 parts to an effective email marketing strategy that will work in any industry.
KNOW THE PURPOSE OF YOUR LIST
The worst thing you can do is build a list that doesn’t have a clear purpose.
The best thing you can do before you begin capturing people’s emails is make sure you’ve clearly defined the purpose of the list you’re building.
Will it be for a regular newsletter about the work you’re doing to create a better world? Will it be to keep event participants up to date with ongoing event planning and fundraising efforts? Will it be for notifying supporters about a new petition you’d like to generate some support for?
We started an eNewsletter for event fundraisers. We specifically designed it to meet the needs of fundraising professionals who are looking for useful ideas, tips, resources and lessons learned from peers in the industry. It’s focused and we know exactly why we created it and why people would subscribe to it.
Figure out the answer to “why” (why are you creating this list) before you do anything else.
Once you’ve got that answer in place let it guide the rest of your decisions. Especially the ones you make related to the content you send to people, the frequency of your messages and the “asks” you make.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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