The answer to communicating under a tight budget
Nonprofit work has heart.
The majority of our CorComm Creative clients are nonprofits, and we love to see the passion nonprofit associates put into their work. Every nonprofit has a valuable story to tell — a reason for continuing their service to the community. And with this kind of work, comes a lot of information that needs to be shared.
Whether it’s success stories, statistical results or donation needs, nonprofit clients can make a bigger (and more cost-efficient) impact by going digital with e-newsletters.
8 reasons to go digital with an e-newsletter
- It’s more cost-effective than printed newsletters.
While printed newsletters still hold value for nonprofits with aging donors, e-newsletters are much less costly. And unfortunately, many times, the budget is what dictates the best approach. With printed newsletters, you must consider the costs of printing, mailing, folding and other assembly requirements, in addition to the cost of the overall design and content development if those tasks are outsourced. With e-newsletters, you’ll only be responsible for the monthly cost of your email marketing software, many of which offer discounted nonprofit rates.
- It encourages faster information-spreading and networking. How often do you receive a mailed newsletter and save it to give to someone else, in-person? Probably not often. With e-newsletters, it’s as easy as a click to forward it to someone else. As Comm100, a digital communications company, put it, “That means that your marketing effort has not only a wider reach but also a networked reach with people who, by forwarding the email, are now acting as your brand advocates.”
- It helps you build relationships. Because e-newsletters are faster to produce and distribute, it helps to keep your organization at the top of your target audience’s mind. As you continue to send valuable, high-quality content on a consistent basis, you begin to establish loyal trust and respect from your recipients, making them more likely to connect with you when it counts.
- It’s helpful for raising donations. Whether you need donations of time, food, money or something else, e-newsletters provide a useful and timely means for “making the ask.” And by being digital, people can donate to your organization with the click of a button. No stamps needed.
- It provides you valuable analytics. Email marketing software analytics can provide vital information. By viewing open and click rates, you can tell what articles are the most popular with your audience, telling you exactly what they care about. You can track how many people clicked on your donation button. You can also track unsubscribes or undeliverable email addresses.
- It’s more flexible for your needs. Printed newsletters have limited article space (unless you want to pay more to print a larger newsletter), take longer to produce and give you one shot to deliver the message to your audience. E-newsletters are much more flexible. You can add as many articles as you need (with no change to your monthly cost). You can use the software to send emergency emails for donation needs, event reminders, thank-you messages and more. And many software companies offer A/B testing where you can send different versions to different audience groups to see which versions perform best.
- It’s a helpful resource for that painful annual report. Archived e-newsletter issues are a goldmine of success stories and statistics, just waiting to be utilized in an annual report.
- It’s better for the environment. As you make a difference in your community, you can also save a few trees by going digital.
Quality, not quantity
Before jumping into the world of email marketing, consider the quality of the content you want to share with your audiences. We all have crowded inboxes, but studies have shown that consumers (and potential donors) appreciate relevant content from brands they love.
A recent study by MarketingSherpa, a marketing research company, found that 96 percent of people with a certain salary range liked to receive promotional emails from companies they do business with. And 86 percent of them preferred to hear from the brands on a monthly basis, compared to 15 percent who wanted daily emails.
Campaign Monitor, an email marketing company, found that 78 percent of American internet users said personally relevant content from brands increased their purchase intent. For nonprofits, this means people will be more likely to donate and support your organization if you customize your content to your audience.