A brief discussion of best practices for email marketing by nonprofit organizations. How to create two way conversations with nonprofit donors, Board members and volunteers.

1. EMAIL MARKETING FOR SMALL
NON-PROFIT ORGANIZATIONS
“Creating A Human Connection
For Lasting Relationships”
1
VOLUNTEERS DONORS CLIENTS

2. Marketing:
“The process of planning and executing the
conception of ideas, goods, services, organizations
and events to create and maintain relationships that
will satisfy individual and organizational
objectives.
Source: Boone and Kurtz,Dryden Press
Foundation Concepts

3. Art Helmstetter
www.facebook.com/arthelmstetter www.linkedin.com/in/arthelmstetter

4. A WEBSITE IS YOUR MARKETING FOUNDATION

5. THE PIECES COME TOGETHER TO FORM THE
PICTURE OF YOUR ORGANIZATION

6. THE BEST WAY TO DELIVER YOUR MESSAGE?
Based on a 2014 study, the “Big 6” for small non-profits are:
Channel Ranked as #1 Ranked in Top 4
Website 32% 81%
Email Marketing 15% 64%
Traditional Social Media 11% 62%
In-Person Events 19% 54%
Print Marketing 9% 39%
Media Relations/PR 8% 34%

7. BASIC ONLINE MARKETING
A feasible marketing plan for small non-profits
focuses on three important questions:
1. Who are you trying to reach?
• Define your target audience
2. What’s your message to them?
• Explain what you want them to do and why
3. What the best way to deliver that message?
• Pick the right media channels to deliver your message to
your target audience

8. • Most non-profits have 3 audiences:
– Volunteers
– Clients
– Donors
• Most people will never care about your mission. Build
relationships with those who matter most to your
organization’s success – 80/20
• Segment each target audience into meaningful groups
based on their different values, needs and interests and
target the message to each one.
ENGAGE YOUR AUDIENCE IN CONVERSATIONS
VOLUNTEERS DONORS CLIENTS

9. Your “Message” Should be Visual
• Common logo, colors, and “feel”
• Standard images heading website, emails, and
social media pages
• Using keywords that you have proven reach
your audience
• 20% of content customized for each of your
audiences

10. No Matter What Media You Use
Content is KING
Create content that is:
Relevant, Engaging, Interesting, Visual
– Original - Do it yourself or hire someone
– Other people’s ideas (with attribution & links)
– Document Events (use multiple media)
Publicity – Posts – Photos & Videos - Posts from attendees
– Leverage your content
Blog -> Newsletter -> Post

11. DELIVERING YOUR MESSAGE ONLINE
• A good website establishes your credibility.
• Email marketing, particularly an email newsletter, is
the default channel for most non-profits; quarterly is
common, but that’s probably not enough.
• Social media, especially Facebook, has become a useful
component of non-profit marketing, allowing an
organization to start conversations, respond to questions,
and thank people.

12. EMAIL
• Email is the most effective non-profit
communication channel
• It triggers the bulk of donations, advocacy
actions, and volunteer sign-ups
• But email lists wither over time, an average of
19% per year, so list growth is critical to -
1. Prominently display sign-up form on website
2. Lure subscribers from social media
3. Sign-up sheet at public meetings, receptions, etc.
4. Give them something valuable for free (e.g., reports)

13. Using Email Marketing Systems
Content MUST be valuable to prospect/customer
Email is great for building relationships
Provides ability to measure opens & clicks by individual –
Should always Include a call to action
ALWAYS obey the law – ignorance is no excuse

14. 14
Email Marketing Systems
Can Be Used For
Donation
Requests
Events
& Registrations
Feedback
& Surveys
Newsletters
& Announcements

15. 15
Advantage of Email Marketing
• Measureable Results
• Opens – who, when & how many
• Click through – who, what & where
• Calls to action
• Donation tracking
• Low Cost versus print/mail
• Drives website traffic
• Can incorporate with Social Media

16. What To Can Expect From Email
RATE OF: ADVOCACY
(Do Something)
FUNDRAISING
(Pay Something)
NEWSLETTER
(Read Something)
Opens 16% 14% 11%
Click Through 3.3% 0.5% 1.0%
Response 2.9% .06%
Average
Donation
One Time $84
Monthly $22
Source: 2015 M+R Benchmarks Study (http://mrbenchmarks.com/)

17. The Math For Fund Raising Emails
3000 Emails
420 Opens
1.8
Donations
$121

18. Fundraising Per 1000 Emails
(by organization size)
$0
$20
$40
$60
$80
$100
$120
$140
All Small Medium LargeAverage Small Medium Large
Source: 2015 M+R Benchmarks Study (http://mrbenchmarks.com/)

19. Summary
1. Build relationships with two-way conversations
2. Have useful, interesting or entertaining content
3. Be consistent in message and timing
4. Integrate all of your marketing activities
5. Set measurable goals!

20. 20
Art@OhioBusinessHelp.com
937-985-0481
For help to achieve your goals

21. Art Helmstetter
40 Years of Business Experience
 Start-ups in large and small companies
Specialized in:
 Sales and Marketing
 Strategic Planning
 Operations Management
 Financial Analysis
Now:
 Business Coach for 5 Years Specializing in Nonprofit development
 ESCC Volunteer mentoring nonprofit organizations
 Small Business owner
Education: BS, MBA, MS
21
Your Host