![]() The focus should be on one story and one call-to-action and the theme is usually as follows: There is a problem, your nonprofit can solve it, and you need financial support to do it. For your reference, Hubspot lists 17 of the best newsletter templates to spark your creativity.Įmail fundraising appeals are different. It can include a call-to-action, but the primary purpose is to educate and connect with your supporters on a regular basis. Through links (underlined text or buttons), newsletters are designed to direct subscribers to your website where they can read the full story and become inspired to take action (donate, sign up to become a volunteer, follow on social media, etc.).īy definition, your newsletter is an email campaign primarily for news stories and updates. Newsletters are shorter in length and are now sent more often to serve as frequent reminders about the good work that your organization is doing. Today, the term “e-newsletter” is synonymous with “newsletter” and their purpose and design have changed significantly. e-Newsletters were designed to be read in their entirety, and like print newsletters, e-newsletters in the late 1990s and early 2000s were mostly sent quarterly. In those early years, e-newsletters were designed to look like print newsletters and contained large amounts of news content copied and pasted directly from their print edition. The term “e-newsletter” comes from the late 1990s when nonprofits first began offering their print newsletters in electronic format i.e., e-newsletters. 2) Feature one to four news stories in your newsletter and focus on one story in your fundraising appeals. BCC is an absolute worst practice, please don’t do it. Tens of thousands of nonprofits worldwide come online for the first time every year and a large number of them are sending email campaigns using BCC because they are unaware of the alternatives or do not want to spend financial resources on an email marketing service. With the rise in cybercrime and email phishing, today’s email users do not trust BCC emails, especially those with attachments. Doing either will likely get your domain blacklisted as a spammer and by not using an email marketing service, you won’t be able to track the success of your email campaigns. It’s also worth noting that video can increase click-through rates by 65%, so be sure that your email campaigns occasionally include a screenshot of a video that ideally links to the video hosted or embedded on your website, rather than linked to a third-party video hosting platform.Ī special note to nonprofits who are new to email marketing: Never send email campaigns via BCC and never send PDF attachments via BCC email. The Pancreatic Cancer Action Network has a simple, yet functional design. ![]() To stay current on modern design trends for email, a good first step is to sign up for the email campaigns of large nonprofits similar to yours in mission and programs, and then study their design and implement the design elements that you like. If your organization does not have an in-house designer with the skills to customize and create your own email templates, it is well worth the investment to hire a professional email designer. What looks good on a mobile device often looks even better on desktop and laptop computers, and all email marketing services now offer responsive email templates. The good news is that modern design trends for mobile email are also compatible with desktop email. If an email displays poorly on a mobile device, no matter how good the content is, it’s likely to be deleted in under three seconds and as many as 15% of users will even unsubscribe. 1) Embrace a mobile-first design strategy.įorty-six percent of email is opened on a mobile device, so first and foremost your email campaigns (e-newsletters, fundraising appeals, event invites, welcome emails, thank you emails, etc.) must be designed to be easily read on smartphones and tablets. Despite the popular myth which asserts that email is dying, the truth is that email use is growing among all age groups, worldwide. In fact, email messaging raises 15% of all online revenue. ![]() Related Certificate Program: Certificate in Digital Marketing & FundraisingĪccording to the Global Trends in Giving Report, 26% of online donors say that email is the tool that most inspires them to give (social media 25%, 17% website, 13% print). Related Webinar: Website & Email Marketing Best Practices for Nonprofits Please sign up for Nonprofit Tech for Good’s email newsletter to be alerted of new posts. This is the second post in a blog and webinar series called 101 Digital Marketing & Fundraising Best Practices for Nonprofits, written and presented by Heather Mansfield.
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