In fundraising, raising money can be a challenge. For those on the fundraising staff, you ask individuals for donations and hope you reach your goal. If you’re a board member at a nonprofit organization looking for a way to raise money and improve your funding efforts, creating an effective email marketing campaign may be just what your organization needs.
Here are some tips for creating an effective email marketing campaign that can produce a relevant ROI.
Create an Email Address List
To begin with, put together a list of friends, family, neighbors, co-workers, etc. Start thinking outside the box... You have doctors, sports club members and a barber that might support you. It doesn’t hurt to ask so you can build the biggest list you can by including everyone you can think of. However, be cautious of downloading or buying lists. Some of those lists may contain email addresses that are no longer valid. Or you may be reported for spamming to people that do not know you or your cause.
Set a Realistic Fundraising Goal
Let your supporters know about your cause, goal amount and goal progress. Many donors will set their personal gifting level a little higher to help you meet your stated goal when they feel they are a part of the process. You may even end up doing a little better than you expect.
Make it Personal
Remember your inspiration. There’s a reason why you are supporting this cause. Let your potential donors know why the cause is important to you. The more personal you can make it the better. Your donor friends will more likely connect with the cause if you bring that energy to your fundraising efforts.
Send a Follow Up Message
If the gifting pace is not proceeding as you hope, a little reminder nudge won't hurt anyone. If someone has indicated that they want to donate but hasn’t, don’t hesitate to follow-up with a phone call or reminder email. This is especially important as the time you have to fundraise runs down. People respond to deadlines!
Send a Thank You Note
It’s a simple thing to do, but also one of the most powerful. Make sure to say thank you to everyone who supported your cause. Not only will your acknowledgement will be appreciated by them, it may inspire your donors to donate in the future.
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