Your nonprofit doesn’t take full advantage of email marketing. It’s a pretty bold claim, but one we’re willing to stand behind. Why? Because email marketing isn’t as popular as most people believe.
Yes, email marketing is extremely popular, but many companies don’t take full advantage of their email marketing options. Forty-four percent of companies don’t take advantage of automated email marketing.
A surprising number, since automated marketing leads to conversion rates as high as fifty percent. But today, we’re not talking about automation. Instead, we’re focusing on another way your email marketing comes up short. Donor retention.
Your nonprofit needs to use donor retention to create repeat donations. On average, for every 100 donors gained, your nonprofit will lose 99 former donors. Repeat donors can keep your nonprofit funded. Donor retention rises with repeat donations.
The correct email marketing templates help turn first-time donors into repeat donors. So today, we want to talk about the best types of email templates to boost donor retention. Let’s get started.
Email Templates 101
Email marketing templates allow you to partially automate your email marketing campaigns. You’re able to tailor specific campaign goals to each unique donor. The templates let your company both quickly and effectively target donors.
However, the amount of email marketing templates across the ever-numerous amount of email marketing platforms make it difficult to recommend specific templates. Instead, we’re recommending template types that can help boost your donor retention.
Templates With Strong Subject Lines
When you open an email what do you see? What do your eyes focus on first? Our eyes gravitate towards the sender. However, we also focus on the subject line. In fact, many email programs purposefully display the subject line.
Templates with a strong, pre-written subject line make attention-grabbing easy. Subject line-centric templates allow your business to quickly personalize mass emails. The more customization, the better. People are 26 percent more likely to open emails with personalized subject lines.
Look for templates that offer “plug-and-play” style subject lines. Good templates just require changing the donor’s name, location, prior donation amount, etc. The rest of the information comes pre-written.
Templates With Donation Links
In your case, email marketing templates need to lead to donations. It doesn’t matter what the subject line says if people can’t easily donate. And people like to take the path of least resistance. The easier you make it to donate, the more likely you’ll create repeat donors.
Donation-specific email marketing templates offer stylized links to your donation page. The templates’ designs draw eyes towards the donation link. Potential repeat donors see the links and then take the path of least resistance.
The better templates offer multiple donation links. You can even configure your template to link to pre-filled out donation amounts.
Media-Centric Calls to Action
Repeat donors have (obviously) already donated to your cause. They know your nonprofit’s values and your other donors’ values. You need to incentivize repeat donation. Ask yourself why someone would continue to donate to your cause.
Email templates that use media-centric components can help highlight your nonprofit’s recent actions. Strong videos, pictures, etc., remind donors that your brand still makes a difference.
Maybe you have a new cause. Maybe you’re starting a new program. Media-centric templates make it easy to highlight the initial reasons donors supported your cause.
Newsletter Style Templates
We mentioned that for every 100 new donors, you’ll lose 99 previous donors. Why? While it’s not the only reason you’ll lose donors, sometimes people simply forget about your nonprofit. People have busy lives and donating isn’t always at the forefront.
Newsletter style templates keep donors thinking about your organization. These templates let donors know what’s happening at your nonprofit. Donors can see the latest news about your brand.
Like every other template, newsletter templates are customizable. You can include in-depth details or simply add links to your major headlines.
Financial Incentive Templates
People donate to charity for a variety of reasons. Some people like helping others. Some people have so much money they’re single-handedly trying to redistribute wealth. Others have a vested interest in your cause.
Some people donate to charity for the financial incentives. The government offers tax write-offs for those who donate to charity. Many people give to charity for both the financial incentive and the moral obligation to society.
There are templates available that allow your nonprofit to highlight potential tax write-offs. Donors can turn into repeat donors when they know they’re in line to save money, year after year.
Bonus Template: Thank You Templates
People like thank you letters – something that makes them feel appreciated. After the first donation, sending a thank you letter is obvious. And there are plenty of thank you letter templates that can leave someone with a positive view of your nonprofit.
However, thank you letters can also double as reminder letters. Sending another thank you letter after months, even years, can inspire people to become recurring donors.
Turning Your Templates into Conversions
Email marketing campaigns can help your brand turn one-time donors into repeat donors. The above templates can all help convince people to donate, again and again. But using just one template isn’t enough. Using all of the above template types is the key to a strong marketing email campaign.
If you’re still unsure if email marketing is right for your business, consider this: email campaigns generate a six-fold higher click-through rate than Twitter. Email marketing isn’t just a novel idea, it’s a proven strategy.
Priyanka heads the Client Servicing team at Wehelpforce. She has been helping Nonprofit organisations for the last 12+ years to create and implement strategic solutions based on cloud technology, specializing in Salesforce.com. She specializes in implementing successful fundraising programs, working with NGOs of all sizes and helping them build strategy to track their donors, projects and volunteers information which becomes overwhelming to manage as the Nonprofit grow.