Digital direct marketing is also an effective and efficient tool for non-profit organizations
Published on 13 February 2017 | Author Sebastian Pieper0
E-mail marketing has the greatest ROI of all marketing measures. Especially for non-profit organizations, which are limited in their budget, this is a decisive factor. A quick and efficient way to connect with prospective donors and helpers. That is why we collected some tips and potentials related to e-mail marketing for non-profit organizations.
Building relationships with supporters of the organization contributes a great part of how successful and consistent it is possible to do “good”. As many people use the internet to find out where their money is going, to exchange experiences and to look for an organization sharing the same interests as they do, digital presence is very important.
Potential of digital direct marketing in the non-profit sector
The first step of every dialogue is getting the users on the organizations website. Keeping them interested and convincing them to become an active helper is the next goal. So non-profit organizations should integrate a newsletter form on their website, to give the users the opportunity to keep up with the latest stories, projects and successes. Email marketing is cost-efficient and there are a lot of touchpoints to address the users via email. In order to keep the attention high, it is a good opportunity to use email marketing for quite different occasions. For example…
Welcome Series: Welcome Series are often used to provide more information to the new member of the community and to show the difference that each individual can make. Marketing Automation is not only a great solution to welcome new prospects, but also for more exciting opportunities.
Thank you: To thank the donors or show them what they have caused is a positive experience for both sides. The helper feels important and valued so he will not lose interest as quickly.
Donation quotes: When it comes to online donations there is a big potential for email marketing. According to Econsultancy, 79 percent of the donations still comes offline. Point your donators to the fact that they can also make their contribution comfortable through online payment options. Especially at the Christmas time creative ideas are offered to make the recipients aware. For example, they can buy gifts and a part of the return goes to beneficial purposes.
Dissemination through other channels: Providing real value with the content provided, the chance to get a recommendations via social media is high. This allows your recipients to carry the message further into different networks.
Events: Invitations to an event, which serves the beneficial purpose, can easily be sent by e-mail. Even if the recipient is not able to attend the event, he can still donate something with a few clicks.
Declarations / newsletter updates: Periodically, you can keep the supporters up-to-date with changing content. Not only current events, but also stories of people or places that already got help from your organization are interesting stories and awake emotions.
Practical tips for optimizing digital direct marketing
First of all, it is important, that the website is optimized for newsletter registrations. For the following emails, it is helpful if they are as diverse and interesting as possible to keep the attention. The emails are most successful when they are adapted to the target group depending on the content and occasion. Very important is the use of strong, well-placed calls to action, in order to make passive prospects active helpers.
Particularly in non-profit organizations, where the full focus is on the projects, it is a good idea to access the opportunities offered by external service providers. In order not to burden the trust by banalities that have nothing to do with the actual purpose of the organization, it is advisable to always have the data protection regulations in mind. The most important points you can find in our checklist for Big Data and Law.
artegic and UNO refugee aid receive international MarketingSherpa award for innovative solution in the area of legal data protection
artegic has developed a comprehensive, data-based CRM strategy together with UNO refugee relief. The goal was the design and realization of opt-in and lead development distances from all touchpoints, as well as the establishment of a legally secure collection and storage of opt-ins and data usage declarations. You will find more information about that on our website.