Best Practices in HR
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Antoine Bonicalzi
  April 20, 2019

5 emails a non-profit organization or charity should add to their communications strategy

If you work at a non-profit organization your resources are very limited, which means your email marketing efforts are most likely not reaching their full potential. Here are 5 types of emails a non-profit organization should add to their roster to help boost results.

  1. The invite
  2. The newsletter
  3. The fundraising campaign
  4. The thank you
  5. The happy birthday

1.  The invite

Objective: Attract donors

Putting on an event is often the main way non-profit organizations gather funds to support their operations. From the Canadian Cancer Society’s head shaving events, to the Heart & Stroke Foundation’s marathons, every non-profit organization is in charge of planning their own fundraising events. And, since an event wouldn’t be a success without its supporters attending, every single one of them must be invited. The best and most efficient way to do this is by email. Here’s what the email should contain:

  • Important dates
    • The date of the event
    • The last day to RSVP
  • Location
    • Name of venue and address
  • Reason for the fundraiser
    • Who’s it for?
    • What’s the cause?
    • Who will be attending?
    • Etc.
  • Additional information
    • How to RSVP
    • Contact information

2.  The newsletter

Objective: Keep your supporters informed about your efforts and your cause

Your supporters should be kept informed about your activities. Do you want your followers to share the message and inspire others to get involved? A newsletter is the perfect way to do this. Being consistent with the frequency of your emails is also very important, you need to communicate with your followers regularly in order to keep them engaged.

If you want your followers to look forward to the arrival of your newsletter, create a content calendar–plan for one or two per month–and make sure to follow it. Don’t hesitate to include engaging storytelling-type content. Include updates about the impact of your actions. Write about the way your actions have touched someone’s life in a positive way.

For example:

  • Your donations go a long way
  • John needs our help
  • Kyle is now on our list of donors
  • Smiles all around at our last event
  • How to speak to your network about our cause
  • Etc..

3.  The fundraising campaign

Objective: promote your cause & collect donations

Did you know that in the United States, email marketing is responsible for about 30% of all donations made to non-profit organizations and charities? To ensure that the contributions will be received all year long, you will have to send numerous emails asking for donations.

4.  The thank you!

Objective: Solidify & maintain your relationship with your donors

It’s important to keep in mind that showing gratitude and thanking your donors is crucial for the success of your organization. A simple thank you email is extremely important. This can easily be done by automating the process–an email is programmed to be sent with a certain trigger.

5. The happy birthday

Objective: Surprise your donors & promote engagement

Wishing someone a happy birthday always gets a smile! It’s a simple and easy way to re-engage a dormant relationship by using automated functionalities available to you in Cyberimpact. All you need is your subscriber’s date of birth.

Here are some types of emails to add to your communication strategy. If you are looking for the perfect tool to set them up, create your Cyberimpact account!