How to Use Email to Support Your Fundraising Efforts

Nonprofit fundraising and marketing are separate endeavors, but your marketing plan should be working to support your fundraising efforts.

Fundraising is about raising money, building donor relationships, and growing the organization.

Marketing is about raising awareness, engaging your audience, and boosting visibility.

Here are three ways you can use email marketing to support your nonprofit fundraising efforts.

1 — Create a first-time donor series

Consider creating a three-email series for first-time donors to help build that relationship and show the impact of their first donation.

• Email 1 — Thank them for donating. Don’t add a call to action or another ask, just share your gratitude for their generosity and support.
• Email 2 — Show the impact of their donation. Share a program update, include a quote or testimonial… just something quick they can share if they want.
• Email 3 — Explain how they can get involved with your organization beyond just donations. Share information about committees alongside your social media links.

In order for this three-email strategy to work, you need to create it as a series in your email marketing platform, and add new emails as you get them.

Run a report every month to get your list of new emails, and add them to your platform. Don’t be afraid to automate this part with software, if you can!

2 — Create a series of event/fundraiser emails

You can also create a series of emails for when people sign up for a special event or fundraiser.

Right after someone purchases a ticket or signs up, send them a thank you email.

Show your gratitude for their support, highlight any sponsors, and include a short video (or quote) from you or your board chair to thank them.

Then, closer to the event or fundraiser, share one or two emails with updates.

Consider including sneak peeks of entertainment, auction items or raffle tickets, and important reminders about details (like dress code, parking, and when to arrive).

3 — Create a template for follow-ups

Sending a follow up email after an event or fundraiser is pretty typical — you thank attendees, share photos and videos, and let them know the outcome (like how much money was raised).

But, you’re going to be busy enough getting ready for the event itself. So, to make this process easier for yourself, set up a follow-up template ahead of time.

Create the basics of the email — like the format, the general copy, and spots for photos — then fill in the blanks once the event is done.

Adding specific details like this makes things more personal for your audience, and they’re more likely to open and engage with your emails because it’s relevant to them.

Your next steps

Ready to get started with these email campaigns? Here’s what you need to do next.

• Create a system for getting these emails to your platform
• Create the content for each email (like subject lines, graphics, photos, video, links)
• Determine when to send each email and how to segment them, if needed
• Review the results (like open rates and clicks) and make changes if necessary

And, if you like these email marketing ideas, but need help implementing them at your organization, reach out!

I’d love to chat about how I can help your nonprofit take advantage of everything email marketing has to offer.

See you in two weeks!

Catrina

Catrina Ossmann, Clever Ideas Marketing®, works with nonprofits and community organizations to increase awareness and reach with consistent and effective marketing.

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