Instant attention is the most valuable currency in the connected economy. The National Center for Charitable Statistics (NCCS) states there are more than 1.8 million nonprofit organizations (NPOs) registered in the U.S. This number includes public charities, private foundations, and other types of NPOs. Clearly, the competition for attracting and retaining donors is high.

While email marketing is a long-used tactic for reaching target audiences, it’s the communication outlet nonprofits most often struggle with. Unsurprisingly, M+R Benchmarks reports the average response rate for a fundraising email was 0.09%, an 18% decrease compared to 2021. This may be because nonprofits don’t always have a full view of their donor’s journey, which affects the success of their email marketing efforts.

To help nonprofits increase email marketing performance, this article highlights proven tips to increase open rates, connecting nonprofits with donors in a more personalized way to help refine fundraising efforts and grow donor relationships.

PRO TIP: Map a Vision – Be as Specific as Possible

Before clicking the magic send button, organizations need a plan to ensure email marketing efforts result in positive outcomes. It is crucial that this plan captures attention (stands out), makes an impression (draws people in), and compels an emotional response (persuades people to act).

Planning a campaign must contain a few key elements:

• What – What is the theme and message for this email campaign? (E.g., Holiday/New Year Giving)
• When – When is the exact timing of this email distribution (E.g., Friday, December 22 at 9 am ET)
• How – How will a nonprofit ensure the email goes live and is tracked effortlessly? (E.g., CRM tool)
• Who –Who is the audience? (E.g., previous EOY giving donors, donors that attended XYZ event, etc.)

NPOs should spend the most time figuring out the “who” also known as the audience segment list for email distribution. Using segmentation is another way to show donors you know them. According to Campaign Monitor, marketers saw a 760% increase in email revenue from segmented campaigns. The more NPOs can segment various markets (e.g., major donor, ongoing donor, first-time donor, board member, former staff, etc.), the more likely they generate action amongst donors.

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PRO TIP: Have a Conversation with Donors – Personalization is Key

A personalized email message goes a long way to foster meaningful, long-term donor relationships. Barilliance states personalization is rewarded through a 14% higher click-through rate. For example, adding the donor’s name in the subject line. Campaign Monitor says the email is 26% more likely to be opened than if led with a generic subject line. Think about it, if someone sends an email with the receiver’s name, it’s more likely to capture attention in the inbox.

Once the subject line and the sender are addressed properly, it’s time to shift to the body of the email. Here, NPOs must tell a story the reader can empathize with. Include a few sentences to elaborate on the problem and a relatable solution. This is an opportunity to show up authentically and share a story on how the email recipient will effect a change for the organization. Keep in mind the segment lists and where a specific email goes and curate the copy accordingly. The body of the email should end with a strong call to action (CTA), persuading readers to take the action organizations want them to. There should be urgency so the reader knows why they should act right now.

PRO TIP: Be Consistent – Timing and Frequency Matters

Consistency can lead to powerful results over time. Donor stewardship practices aren’t much different. By consistently seeking ways to care for and value donors through email campaigns, NPOs set up more power behind its “why.” Bloomerang’s 2023 Fundraising and Climate Report states 88.6% of organizations noted email marketing would be the biggest form of fundraising in 2023, which underscores that organizations are aware of the value this marketing channel provides. Timing and frequency matter when thinking about how to increase email marketing performance. Don’t be afraid to experiment with a new day of the week and time. For example, if an email is set to go out in the morning, try sending it before 7 am.

NPOs should be building up relationships via email before getting to the giving season or making a big ask. This ensures they’ve set the stage for donations during this crucial time. NextAfter shows fewer organizations are sending a lot of emails during the critical year-end December fundraising season. A proof point of why organizations should prioritize a continuous pipeline of content to ensure the organization’s emails are being seen and the CTA is acted upon.

Relationship Building Grows with Authentic Email Marketing

NPOs must build authentic donor relationships. Authenticity is a cornerstone of personalization, propelling donor retention year over year and building strong bonds with donors. Refining email marketing tactics will ensure NPOs curate messaging that makes donors feel like they’re talking to them versus at them. This is where communication goes from automated to engaging and donors go from a dollar amount to a long-term supporter for the organization.

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