With a growing number of charities and non-profits around the world, it is becoming increasingly essential to the sustainability of each organization to keep funding consistent and growing. To achieve that, these charities need to be consistent with communicating the hardships people and animals are facing around the world, alerting people, and collecting money. Marketing automations combined with effective content marketing are the modern marketing tools that are used not only by businesses but also non-profit organizations.
Keeping donors engaged is difficult, even more so in a withering world that is struck by recession. We at Moosend actively support NGOs, first and foremost by offering them huge email marketing discounts. Aware as we are of the challenges charities are facing, we present you with automated marketing workflows (recipes) that non-profits can use to increase the effectiveness of outreach campaigns.
The large number of non-profits out there, more than 1.5 million in the U.S. alone, is indicative of the different needs that need to be covered. There are many causes and missions that charities, NGOs, and non-profits support, stretching from international NGOs (disaster relief, humanitarian, peace and human rights, conservation), health charities, environment charities, animal charities (wildlife conservation, pet and animal welfare, hunting and fishing conservation), and education charities (scholarships, support for students, teachers, and parents). The point is that almost all of these non-profits are competing against each other, getting a piece of the fundraising pie.
With Moosend’s email automations in their marketing stack, non-profit organizations no longer need bigger teams or more funds to communicate their actions: email automations are an expert marketing team on autopilot! And we, at Moosend, can provide the tools to achieve that since we already work with large NGOs, like WWF and Make A Wish. So, let’s see how automations combined with email marketing can help your non-profit expand its reach and achieve fundraising goals for the greater good.
Segment your supporters
Drip campaigns are more effective when you send the right content to the right audience. You can deploy an onboarding workflow and segment people that are on your mailing list on an “if this, then that” basis. Once an event is true, the trigger is activated and an action takes place within a specific time frame. So, for example, you can use events to derive results on your subscriber’s interests, so that they receive content with which they might be more likely to engage.
Suppose you work for a humanitarian NGO. This means that you are probably active in a number of areas, both in terms of geography and cause. You cater to water and food shortage in certain areas, AIDS treatment in other areas, and so on. When a new subscriber signs up to receive your newsletter you want to inform them about the causes you serve and see what they are interested in, at the same time.
- Setting your first automation on Moosend is very easy: simply send your mailing list a campaign (A) reporting on the current status of AIDS treatment in one area.
- Have your subscribers opened your campaign? If yes, then send them a second email with more information on the same issue and situation. If not, send them campaign (B) with information on water and food shortage in an area.
- Have they clicked a link in campaign (B)? If yes, send them more information about this subject matter, otherwise, send them a different email campaign.
Repeat for as many times as you want; marketing automations make it easy for you. If your subscribers do not interact with any campaign, move them to a list of inactive subscribers, and schedule a re-engagement recipe that you will find on Moosend’s platform. Re-engagement campaigns are preset automated workflows on Moosend’s platform and are easily customizable. Automations are included in all Moosend’s pricing plans, even the free one.
As mentioned earlier, one of the most important challenges for NGOs is the consistency of donations. If only consistency could be an automated process, right? Wish granted by the Moosend genie!
Charities no longer need to cold call and hot call donors, unless they want to express gratitude to some major benefactors and there, personal communication is the only appropriate way to go.
But this is only for 1% of the hundreds and thousands (or millions!) of donors of a charity. Again, for the vast majority of their supporters these organizations rely on automations.
You volunteer to a non-profit battling famine in one or more areas globally. The basic way to go about a donation campaign is to run one around Christmas which is known to be a month of increased donations for the charity. The advanced way is made simple thanks to Moosend’s intelligent automations:
With personalization tags (name, weather) being central to your automation, you can set up a series of customized messages to your subscribers. Powerful imagery and copy are key to successful fundraising campaigns. An indicative email series is the following:
- Send a campaign with powerful imagery and close-up of the problem, i.e. a famished man. The personalizable message could read: “[Recipient Name], can you help Alex this Christmas?”.
- Then, after a pre-set time period, check if the recipient has actually donated money.
- If yes, send them a thank-you email.
- If they engaged only by clicking a link and did not donate, send them an email with figures and statistics on the needs in the area. Demonstrate what impact a donation of $1 or $20 can have on the improvement of these people’s lives.
- If they haven’t engaged at all, send a second email using emotional appeal: “[Recipient Name], are you at work? I’m still here and starving. Please…”
Another idea is to employ real-time weather condition filters. Thus, if it’s rainy in the location of some subscribers, they will receive an email that reads: “[Recipient Name], it is raining here, too. But this is the least of my problems.”
Reward supporter loyalty
For loyal and active subscribers, it is important to remind them every once in a while, how far you have made it together. It increases their sense of belonging and boosts their feeling of contributing to the needs of people in need.
Anniversary emails can be used in a variety of ways, but it is more important to engage with your supporters and donors on other occasions as well, without asking them to donate.
- Send them an email to thank them for their support over the past year. You can also set up Loyalty sequence pt. 1 from our recipes, to keep track of the number of times a subscriber has supported your causes and then send them an even more personalized email.
- Celebrate a past success. For example, in 2016, early September, the International Union for Conservation of Nature (IUCN) announced that panda populations were downgraded from “Endangered” to “Vulnerable”, a success of their coordinated efforts of years. In September 2017 they can celebrate a year since that day, reminding everyone that success is the result of team work.
Automated email marketing for non-profit organizations
These were three basic ideas how you could use marketing automations to boost the effectiveness of your charity campaigns with the help of the current marketing technology. If you haven’t already sign up for Moosend’s free plan to get a full-featured trial of our easy-to-use marketing automations and the amazing newsletter templates you will find within your account. After you register a free email marketing account, don’t forget to ask for the special email marketing discount we grant to NGOs.