3 Things to Include in Your Nonprofit’s Email Newsletter… Besides an Appeal for Donations

  • by Shala Graham
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E-Mail newsletters can be a fantastic way to raise money for your nonprofit organization. In fact, if you already have a strong list of subscribers that you're starting from, there's probably no better tool for instantly turning donor interest into dollars.

The problem, however, is that too many nonprofits use email newsletters as just another way to raise money. There’s nothing wrong with asking for the funding your charity needs, of course, but if every message you send to your subscribers is just another pitch for donations, it won’t take long for them to begin to tune you out. The worst part is, you might not ever know; a lot of people would feel guilty about outright unsubscribing from a charitable newsletter, and so they don't – they just send your messages to their spam folder or delete them without looking.

To help you break things up, and get more out of the e-mail fundraising appeals that you do make, here are three things you should definitely include in your nonprofit e-mail newsletter that aren't an appeal for more donations:

Photos and success stories.

People love to see that their contributions have made a difference, and photos and success stories are a great way to make your e-mail newsletters more interesting. Ironically enough, just by showing what effect your good works had, you might be able to raise donations from them even without having to ask for money.

Notices of upcoming events.

An active calendar is one of the best ways to keep new donors and interested parties involved. Why not let the men and women on your list know about upcoming events, not just for your organization, but surrounding your cause in general?

Links to your social media profiles.

If your nonprofit has friends on Facebook, followers on Twitter, and professional acquaintances on LinkedIn, then you have an enormous advantage over other charitable organizations out there: a reserve of names and attention you can draw on when you really need it. Do your best to keep growing that list by including links to social media in your e-mail newsletters.