Email marketing proves very successful for many types of NFP organisations (also called non-profit organisations). Below are three ways that email marketing with Mailchimp may be used to meet the goals of your charity or NFP. Best of all, not only is email marketing effective, it is also very simple to create and send high converting email campaigns.
Get Volunteers from Mailchimp Campaigns
Charities and NFPs often have a mission and operations that reply on volunteers. Volunteers can be difficult to acquire but with email marketing this can be made simpler. It doesn’t always work to ask people to volunteer from the outset; much like a commercial organisation may use the sales funnel to drive the sales process, so your volunteer organisation may need to educate potential volunteers as to how their services may be used in a meaningful way.
Sending regular email campaigns showing how volunteers are meeting your NFP or charity mission will help persuade potential volunteers as to the good that their time or resources will do. Remember to include photos of your volunteers so that potential new recruits may visualise themselves volunteering.
Increase Donations from better Donor Engagement
If you rely on donations then Mailchimp can really boost your income. You’ll have a list of past donors and when they donated in addition to the value of the donation (assuming the donation was monetary). Are you however asking past donors for more donations on a regular basis? With Mailchimp Automation a date based workflow can be setup whereby repeat donations will be requested on a regular basis. Best of all, the content of the email message can be personalised to each individual donor very easily.
Integrate your donation and volunteer software with Mailchimp
This tip is more about making your email marketing simpler but whether your NFP is large or small you’ll more than likely use software to track aspects of your organisation. You may use more formal software such as Salesforce or The Raiser’s Edge if you’re a larger organisation or even keep your contacts in Outlook or your accounting platform (e.g. Xero). No matter what software you use it is a great idea to integrate with Mailchimp.
Once integrated, your contacts will all automatically appear in your Mailchimp list which makes it easy to send email campaigns to those contacts.
If you need to get more from email marketing then contact me about Mailchimp training.
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