May 30, 2014
When used correctly, email is a great tool for reaching out to donors. A well-crafted message can be shared with many recipients all at once, and can even be personalized using the right software. Email is less costly to send than direct mail, and it's more interactive, allowing nonprofits to include images, hyperlinks to more information and other components.
However, changing Internet use habits mean that nonprofits need to be proactive if they want to keep their outreach efforts as relevant as possible. The increasing use of mobile devices to view email – 41 percent of all opens, according to Campaign Monitor – means that the structure and content of emails need to change as well. With that in mind, here are three pieces of advice to boost the effectiveness of email outreach:
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