Nonprofit emails not as popular as before
April 03, 2013
Email marketing is a major selling point for businesses in any industry. These updates can inform consumers about sector news, as well as showcase new products or services and positively influence sales. Many nonprofits look at this the same way - they can make the most of advertisements by investing in email marketing.
However, many of these initiatives aren't as effective as administrators would like them to be. According to The Nonprofit Times, citing information from the 2013 eNonprofit Benchmarks Study released by M+R Strategic Services and the Nonprofit Technology Network, revealed that click-through rates for all nonprofit emails decreased by 27 percent in 2012. Specifically, communications calling for advocacy fell to a 3.7 percent open rate, while newsletters garnered a 1.7 percent rate.
Interestingly, this didn't affect online fundraising in total, as it soared by 21 percent, the news source reported.
So how can nonprofit groups ensure their emails are being read and recipients are converting to donors? Marketers that take advantage of this channel know that the subject line is one of the most supremely important elements - it's the first thing seen in the inbox. Moreover, many experts recommend that communications be sent from the account of and signed by an individual, rather than the entire company, because this tends to elicit a more personal response.
Individuals, programs and organizations that rely on fundraising to fuel sustainable operations can find nonprofit fundraising software advantageous. The solutions facilitate the process of identifying grant opportunities, generating reports that demonstrate current financial need and showcase previous achievements.