How to Craft an Email Newsletter that Actually Gets Read and Creates Results

Drafting a newsletter can be very nerve-wracking. What if no one reads it; what if people unsubscribe as soon as they receive it? Well, chances of both of those things happening are quite high. But in between the unsubscribers and the deleters are a bunch of interested individuals who want to hear what you have to say.

There are some definite tips you can take on board to increase the percentage of those who read it and those who click on a link and visit your website, however. Despite those nerves, it is time to get drafting and provide valuable information to your readers that will have them engaging with your brand and donating to your cause.

Do you have an objective in mind?

If you are purely sending your email out because it is the third Tuesday of the month, then you may find yourself struggling a bit. You need to have a specific objective in mind when drafting it, so it resonates with your readers. Think about what your objective could be this month and then set out to fulfil this aim.

Are you consistent with design and frequency?

If you send out a newsletter every now and again, it may not be so well received. We are creatures of habits and you will be more likely to build trust if you send them out on a regular basis. Try to be consistent with your design, so it matches your newsletter and other marketing material. Once you have drafted it and have the layout approved, stick to it.

Do you have any metrics set in place?

Many nonprofits tend to shy away from metrics because they feel like they are a bit of a failure if they miss the mark. But metrics are particularly useful to see how well your newsletter was received. Focus on the positives – the likes and the clicks which demonstrate your achievements and then work out how to do better next month.

Have you come up with catchy headlines?

Most NFPs spend much of the time writing the text, planning the layout and tweaking the images. But remember, don't leave the headline until the last minute. It is the first thing they see in their inbox and well-placed strategic headings will carry the reader through the entire newsletter. Use them wisely.

Is it as pretty as a picture?

Huge blocks of text can be dull to browse. Break up the words with text or even a video but always check back to see whatever you are adding, connects strongly with the overall objective of the message. Don’t add a picture just for the sake of it.

Do you have a donate button incorporated into your newsletter?

It is such a small thing to do and if you use a template each month, then it is something that you probably don’t even need to think about. Make sure that there is an easy-to-locate donate button on your page in case your readers are feeling in the mood to give.

Constant communication will tick those boxes for accountability and trust, not to mention donor retention. Do your NFP a favour and send out newsletters that are worth writing and reading.

5 Marketing Tips for NFPs

Even though your nonprofit is just that, an organisation that is not designed to operate at a profit, marketing is still important. Without an effective marketing strategy, it's almost impossible for NFPs to raise awareness about their cause.

Marketing plays a critical role in a nonprofit's ability to meet fundraising goals and have the money that is needed for operations to continue. There are only so many dollars to go around, and there are hundreds, if not thousands, of similar nonprofit organisations that must compete for donations and other sources of funding, and marketing makes it possible for your NFP to stand out from the crowd.

The following marketing tips can help your NFP increase the impact of its messaging with potential donors and other supporters.

Branding - In Addition to Functionality, Make Certain Your Website Connects and Informs

Having a website that looks professional, functions well on traditional laptop and desktops as well as mobile platforms, and that connects with and tells your visitors, is crucial to increasing support for your NFP's mission and goals.

Keep your supporters updated by posting on a regular basis. Use images and video on your NFPs blog and elsewhere on your site to increase your nonprofit's emotional connection with donors. Take steps to ensure that your nonprofit's messaging is clear, and consistent throughout your site and all of your channels, to brand your content, and use good SEO practices and promote your best content to increase your reach.

Make it easy for supporters to jump on your bandwagon and support your cause by using buttons to make it easy for them to share your posts and other messages with their social networks.  

By branding your content, including a clear call to action in all posts and making it easy to share, you can easily turn your website, blog, and social media into a network that functions to increase donations and other forms of support for your nonprofit.   

Make Certain that You are Engaging with Donors in Their Preferred Format

Just as the customer is always right in business, your donor is always right. Are you contacting your donors and other supporters as often as they wish, and in their preferred format? Survey your current donors and supporters on a regular basis to discover what is, and is not, working.

How do your fans prefer to be contacted: email, direct mail, newsletters, telephone or in person? What is the impression of your supporters on your NFP's mission, goals and services? Once you have the results, take steps to meet the needs of your audience by segmenting your followers based on type and frequency of contact that they prefer. Use the insight that you gained to refine your messaging to ensure that your supporters have the right impression of your NFP, the services that it provides and the impact that you make.

Segment Audience Based on Demographics, Personalise Messaging

Not every approach, or every message, will work to persuade every supporter. Divide your supporters into lists based on demographics such as their personal interests, gender, age, education and income levels, and then tailor your approach, and your message, based on their individual segment. Remember to use tools to personalise your messages to increase your connection with your donors.

Set Targets, Benchmarks, Test Messaging and Measure Results, Don't Forget to Refine Messaging

Once you've segmented your supporters, set fundraising objectives and other benchmarks, such as targets for sharing, sign-ups and other forms of support. Don't forget to test the impact of your messages and use analytics to measure your results and compare them against benchmarks and standards to help you be able to determine just how effective your marketing campaign is.

Don't be afraid of change, and don't be satisfied with the status quo, but always be on the lookout for ways to continually refine and improve your messaging to ensure that you continue to meet your objectives.

Increase Engagement by Starting Conversations and Keep them Going

In addition to making it easy for your donors and other supporters to share your posts, further extend the reach of your messaging by visiting similar blogs and starting conversations by liking others posts and leaving comments, including a link back to your NFP's site in your signature. Always promptly respond to any comments that are made on your posts so that you can keep the conversation going and win further support for your cause!

Lessons From Geese

This is a popular story across the internet and it’s easy to see why. I’m not alone when I say that the animal world has a lot to teach us if we just pay attention. This story is filled with lessons which apply to the way we work in teams and particularly as volunteers for not for profit organisations. Sometimes it seems as though our voice is the only one trying to bring attention to the cause but, as you read this, you will realise that you’re not alone, and your team is with you. Learn how to work with it for better results.

Lessons from Geese

As each goose flaps its wings, it creates an uplift for the bird behind it. By flying in a V-formation, the whole flock adds 71% more flying range than if each bird flew alone.

Lesson: People who share a common direction and sense of community can get where they are going quicker and easier when they are travelling on the thrust of one another.

When a goose gets sick, wounded, or shot down, two geese drop out of formation and follow it down. They stay with the goose to help and protect it until it is able to fly again or it dies. Then they launch out with another formation to catch up with the flock.

Lesson: If we have as much sense as geese, we will stand by each other.

Whenever a goose falls out of the formation, it suddenly feels the drag and resistance of trying to fly alone and quickly gets back into formation to take advantage of the lifting power of the bird in front.

Lesson: If we have as much sense as a goose, we will stay in formation with those who are headed where we want to go.

When the lead goose gets tired, it rotates back into the formation and another goose flies at the point position.

Lesson: It pays to take turns doing the hard tasks and sharing leadership.

The geese in formation honk from behind to encourage those up front to keep up their speed.

Lesson: We need to make sure our honking from behind is encouraging - not something less than helpful.

Now that you’ve read the lessons, take from them what you can. Volunteers are amazing people – you are an amazing person – so stick together like geese and move forward as one. You have more chance of being seen and heard if you fly together as one.