bg
close
close
CHOOSE YOUR ADVENTURE
Select Industry
CHOOSE CAPABILITIES

Email Marketing: Turn One-Time Donors into Recurring Supporters

Creating Recurring Supporters with Email Marketing

Email marketing is a powerful tool that nonprofits rely on heavily to collect donations. Emails make it easier than ever to touch donors and make it just as easy for them to donate quickly and safely. You’re probably already using this incredible resource, but are you using it to its fullest potential to create recurring supporters?

For many of your nonprofit’s supporters, their passion for your cause extends past the day they make a one-time donation. However, the vast majority—more than 72%—of contributions to nonprofits are made by one-time donors. Clearly, there’s room for improvement on how we speak to potential donors. They might have ongoing love for your organization and cause, but it’s not reflected in the data.

Shoot High

Many nonprofits don’t actively encourage recurring donations in their emails. Why? Well, it’s not an outlandish idea. The argument that email recipients are going to find the idea of giving $50 just this once more appealing than giving $50 monthly forever is a logical one. But what reader is going to become a recurring supporter when you never ask them to be (or, worse yet, never stress the importance of being one)?

While your emails don’t need to push donation subscriptions too aggressively, the old adage is true: “What can it hurt to ask?”

Recurring Donations, Recurring Good

While donation asks and subscription sign-ups are an important part of your nonprofit’s email marketing, don’t forget that your email list is pretty used to getting your emails. If recipients regularly open nearly identical promotional scripts, eventually, they’ll stop opening the emails altogether.

Show potential recurring supporters what their monthly donation is doing out in the real world. Send them content that shows what their $10, $50 or $100 can do when it’s put to good use. Supporters are emotionally moved when you bring them closer to the causes they’re helping with their donations, so don’t keep all of that good work to yourself! Broadcast what your nonprofit is doing to your network of past, present and future donors.

Your nonprofit is out in the world doing incredible things. Your past donations have made all of that possible—now imagine what could be done if 72% of those donations kept on giving.

Related Articles

Posted on February 11th, 2019

Digital, Marketing, Research, Restaurants, Strategy

What Restaurant Operators Must Know About Predictive Analysis and Intent Data

Transform and Inform Your Restaurant Marketing “I’ll have the usual.” Whether you get the same triple-shot latte every morning at your local coffee shop or go for the turkey sandwich and BBQ […]

Continue Reading

Posted on January 24th, 2019

Marketing, Packaged Goods, Social Media

Redefining Retail: Trends Shaping the New CPG Shopping Experience

How CPG Consumers Will Shop in 2019 The future is now, and it’s going shopping. Ecommerce brings the buying journey to consumers’ living rooms, kitchens and anywhere they go with a smartphone […]

Continue Reading

Posted on January 17th, 2019

Financial Services, Marketing

The Formula to an Effective Marketing Budget for Financial Institutions

Marketing Budgets Should Evolve with Marketing Channels Credit unions and banks are constantly striving to drive new accounts opened, products per customer and overall sales through marketing efforts. In 2017, banks spent […]

Continue Reading

Posted on January 8th, 2019

Marketing, Strategy, Travel, Tourism & Entertainment

Strengthen Your Second-Tier Attraction in a Top-Tier Destination

Orlando Breaks New Numbers as a Top-Tier Destination The thrill of roller coasters, day trips to the beach and, above all, the magic of Cinderella’s castle are among the many reasons Orlando, […]

Continue Reading

Posted on November 13th, 2018

Marketing, Restaurants, Strategy

The Catering Opportunity: Defining Catering Customers and How to Reach Them

Creating a Catering Marketing Strategy A $58 billion opportunity to increase sales and capitalize on a growing market—this is what catering represents for restaurants. But, tapping into this market calls for more […]

Continue Reading