Recently, one of our nonprofit clients drafted an email to send to potential supporters to share the things his organization is doing. His organization has accomplished some great things, and the email was comprehensive and well-written. It provided data and analytics that may or may not have compelled people to take action. But there was no story included—no impact stories or personal testimonies that the audience could connect with, and it was not addressed to any specific audience. The biggest issue, however, was that it was not part of an overall strategy and hadn’t been created with a specific intention in mind.
He’s not alone. Whether you’re representing a nonprofit, a foundation, or a private enterprise, communication strategy is something that is often overlooked. For many organizations, it’s something that’s fit into the schedule when there’s time to send out an email, and it’s done with little insight or foresight. But the reality is that, without a true strategy and some consistency and intention, most of those efforts are wasted time.
Communication strategy sure has changed in the last decade or so! Though social media often steals the spotlight, email marketing has become and remains a vital tool for nonprofits, foundations, and private enterprises, offering a direct and personal connection to supporters. There is a time and place for email campaigns, and when used properly, they can be incredibly effective.
Who is Your Audience?
The very first thing you should know before creating an email campaign is who you’re creating it for. Effective email marketing starts with knowing who’s on the receiving end.
Research shows that older generations, such as Gen X and Baby Boomers, tend to engage more with emails. Professionals who regularly use email for work and highly committed supporters who’ve actively opted in are also more likely to read and respond to your messages.
Conversely, younger demographics like Gen Z and younger Millennials may be less responsive to emails, preferring social media platforms or instant messaging apps for communication.
Choosing the Right Moments for Email
Email excels in specific scenarios:
– Delivering comprehensive stories or impact reports
– Crafting personalized fundraising appeals
– Communicating time-sensitive information or urgent calls to action
– Distributing regular newsletters to keep supporters informed
However, email might not be ideal for:
– Sharing quick, real-time updates (where social media shines)
– Reaching completely new audiences unfamiliar with your organization
– Engaging very young demographics
Knowing exactly when and who to reach out to by email is the key. Know your demographics. Segmenting your audience by age, interests, and history will not only save you time and effort, but it will increase your credibility and effectiveness.
How to Segment Your Audience
By breaking your audience into targeted groups based on shared characteristics or behaviors, you can create personalized messages that resonate deeply and inspire people to take action.
1. Segment by Engagement Levels
Consider how actively supporters interact with your organization. For example:
– Highly engaged supporters: Regular donors, event attendees, or volunteers who frequently open emails or click on links. These individuals may appreciate personalized impact reports or exclusive invitations to events.
– Dormant supporters: Subscribers who rarely engage with your communications. Re-engagement campaigns with reminders of your mission or updates on recent successes can help rekindle their interest.
2. Segment by Giving Habits
Using Recency, Frequency, and Monetary Value (RFM) segmentation is a proven method:
– Recent donors: Share updates on how their contributions are making an immediate impact.
– Lapsed donors: Send personalized appeals reminding them of their past generosity and inviting them to give again.
– Major donors vs. small donors: Tailor asks based on giving capacity, highlighting specific opportunities for larger gifts or smaller, recurring donations.
3. Segment by Demographics
Demographic data helps you refine your messaging and choose the right platforms:
– Age: Older generations may prefer detailed emails or direct mail, while younger audiences might respond better to social media campaigns.
– Location: Promote local events or volunteer opportunities to nearby supporters while targeting broader campaigns to a wider audience.
– Profession or interests: Highlight programs aligned with their expertise or passions.
4. Segment by Behavior
Behavior-based segmentation focuses on how supporters interact with your organization:
– Event attendees: Invite past participants to similar future events or share highlights from previous gatherings.
– Volunteers: Provide updates on new opportunities and celebrate their contributions.
– Email engagement: Tailor content for those who consistently open emails versus those who don’t, adjusting frequency or tone accordingly.
5. Segment by Preferred Communication Channels
Knowing where your audience spends time is crucial:
– Email remains effective for in-depth updates and personalized appeals.
– Social media works well for quick updates and engaging visuals.
– Text messaging can be used for urgent calls to action.
Why Strategy Matters
Segmentation is only as effective as the strategy behind it. A clear plan ensures that each group receives relevant, timely, and meaningful content. For example:
– Use email segmentation tools to personalize messages by name, past donations, or event participation.
– Create content calendars that align with key milestones like Giving Tuesday, year-end campaigns, or program launches.
– Test different approaches—such as varying subject lines or send times—and analyze performance metrics like open rates and click-through rates to refine your strategy.
By tailoring your messaging to specific audience segments, you’ll not only increase engagement but also strengthen relationships with supporters over time. Whether you’re reaching out to loyal donors, reconnecting with lapsed ones, or inspiring new supporters to take action, segmentation ensures that every message feels personal and impactful.
Optimizing Your Email Strategy
You’ll need a comprehensive strategy to maximize the effectiveness of your email marketing. This is the step that makes most organizations stumble.
The best way to explain this is by example. Pretend we’re all working with a fictional environmental nonprofit — let’s call it Plants and Animals Green Alliance Network, or PAGAN (because why not?).
If we were creating a solid strategy, we’d start by personalizing our content through careful audience segmentation. For PAGAN, this might mean creating separate email streams for wildlife conservation supporters and those interested in climate change initiatives. A supporter who has previously donated to tiger conservation projects might receive an email highlighting the success of recent anti-poaching efforts and inviting them to contribute to a new protected area. Meanwhile, a climate-focused donor could receive updates on PAGAN’s renewable energy advocacy work and opportunities to support upcoming legislation.
For our email campaigns, regardless of segmentation, creating attention-grabbing subject lines will improve our reach and open rates. For instance, instead of a generic “May Newsletter,” GreenEarth might use “Sarah, you’ve helped plant 100 trees this month!” This personalized approach not only catches the eye but also immediately communicates impact. For time-sensitive campaigns, they might also create a sense of urgency: “48 hours left: Double your impact for rainforest protection!”
Once supporters open the email, we’ll guide them towards action with clear, compelling calls-to-action (CTAs). Rather than a simple “Donate Now” button, PAGAN could use more specific and impactful language. For our ocean cleanup initiative, a CTA might read “Remove 10 lbs of plastic from our oceans” or “Sponsor a beach cleanup day.” These CTAs not only prompt action but also clearly communicate the tangible impacts of our supporters’ engagement.
Timing and frequency are critical factors in email marketing success. PAGAN might experiment by sending a weekly update to half of our list on Tuesday mornings, and the other half on Thursday evenings, tracking which time yields better engagement rates. We could also test sending more frequent updates (e.g., twice a week) to our most engaged supporters while reducing frequency for less active subscribers to prevent fatigue.
For example, during Earth Month, PAGAN might increase our email frequency, sending a series of themed emails:
– Week 1: “Join our Earth Month Challenge!” (introducing daily eco-friendly tasks)
– Week 2: “Your Earth Month impact so far” (mid-month progress update)
– Week 3: “Earth Day is coming! Here’s how you can make a difference”
– Week 4: “Thank you for an incredible Earth Month!” (summary of collective impact)
By tailoring content, creating compelling subject lines, using clear CTAs, and optimizing send times, PAGAN can create an email marketing strategy that not only informs but also inspires action and deepens supporter engagement. Afterward, we’ll track and quantify our efforts so we can continually refine the approach, ensuring our email communications remain effective and resonant with our audiences.
Additional Tips for Success
– Ensure mobile-friendly design. More than half of all emails are now opened on mobile devices.
– Use storytelling to create emotional connections and showcase your impact.
– Maintain a consistent sending schedule to set expectations with your audience.
– Prioritize privacy and compliance with data protection regulations.
Successful email marketing isn’t about flooding inboxes. It’s about providing value, nurturing relationships, and inspiring action. When done thoughtfully, email can be a powerful tool for transforming casual supporters into dedicated advocates for your cause.
Integrating Email into Your Overall Digital Strategy
To truly harness the power of email marketing, it must be part of a cohesive digital strategy. This involves:
– Setting specific goals for each digital channel
– Creating a content calendar for consistent messaging across platforms
– Regularly analyzing performance metrics to refine your approach
– Staying informed about emerging trends and platform updates
By taking a strategic approach to your digital presence, including email marketing, you can create a robust ecosystem that drives engagement, boosts donations, and amplifies your organization’s impact.
In 2025’s digital landscape, your online presence often serves as the primary touchpoint between your organization and potential supporters. Make every interaction count by investing in a comprehensive, well-executed digital strategy that includes thoughtful email marketing.