8 Creative Ways to Gain More Email Subscribers

In a world where almost everything is accessible online, standing out and drawing people to your website is imperative to keep your mission moving forward. Gaining loyal customers or donors means keeping them in the know through your blog, newsletter, or eblasts. But first, you have to get their email address. 

Between all the blogs, online shops, and websites, all of our inboxes are already crowded with marketing emails asking for sales and donations, and the old classic “Sign up for my newsletter!” call to action just isn’t cutting it anymore. 

You need strong, creative, and enticing messaging on your opt-in forms so you can grab that email address, stay in touch with someone, and educate them on your mission. (An opt-in is when someone signs up to receive emails and ongoing communication about products, services, or information from your organization.)

Those fields that you see at the end of marketing emails or on websites asking for your email are opt-in forms, and utilizing them correctly is becoming more and more important. Consumers and donors are reluctant to add more clutter to their inbox, so your audience needs to know what they’re getting and why they’ll benefit right from the start. 

Here are eight creative alternative ways to get new email subscribers and not get sent to spam.

1) OFFER AN INCENTIVE IN RETURN

This is a big one! People love an incentive. Give them something in return for the email address they’re giving to you.

If you’re on the TOMS website shopping for shoes, you’d probably love to win a free pair (and who doesn’t love free things?!).

LeeAnne of Change the World by How You Shop hosts a different giveaway each month by collaborating with brands featured on her site. This is a great way to build your email list! 

(PSST—If you haven’t read LeeAnne’s recent guest post on turning customers and donors into passionate fans, you should definitely do that!)

This one from Plywood hits multiple points: It’s descriptive, offers an incentive, and is exclusive!

Giveaways, discounts, free downloads, and special products are all great incentives for enticing someone to join your mailing list.

2) DESCRIBE WHAT PEOPLE CAN EXPECT 

If you’re clear in your messaging about what people can expect to get from you (hopefully on a consistent basis), it’s more likely that they’ll opt-in. Tell them what to expect and how it’ll help them.

There’s full transparency in this example. You know just what you’ll get from Habitat for Humanity’s emails—how delightful!

Take a page from my own book! In this example, I state exactly what people can expect in their Inbox, how it will help them, and how often they’ll receive emails, too.

This example from Thyme 4 Friends not only addresses the problems that its audience is facing, but tells them what to expect from upcoming emails.

Bonus, this one from Warby Parker is also super short and direct! 

3) ENTICE PEOPLE AND MAKE IT FUN!

Fun, witty, creative wording grabs people’s attention and makes them more eager to hear from you. Make them laugh and they’ll be excited to open your emails.

Who doesn’t love Ben & Jerry’s? Their messaging is so fun!

Alex’s Lemonade Stand plays up their mission and their roots while encouraging people to join the fight against childhood cancer, a very worthy cause.

Punny and includes a fun quiz? Yes, please! And quizzes are very popular right now. While not directly calling for people to join their newsletter, Bombas still requires an email address to receive the results. (Most people do . . . and you get added to their email list at the same time.)

When appropriate, let some humor shine through to connect with your audience. It’s a welcome and fresh reprieve from more serious, cut and dry marketing efforts, especially among younger generations.

4) SHOW PROOF 

Throw a few stats or social proof in the mix. This makes you more credible to potential donors and customers and helps convince them that they need to stay informed about your organization.

Highlighting how many subscribers you already have, as Cru does here, can be a good way to grab people's attention and make them want to be part of your crowd.

Girl Scouts demonstrates that their content is proven to help you, which can make parents more curious as to what they have to say.

5) KEEP IT SHORT AND SWEET

Keep it simple! Our eyes can glaze over long paragraphs, so keep it to a minimum. You want them to get the gist quickly. Try using just a few compelling key words to convey your point and get those email subscribers.

Everyone wants to actually enjoy reading their emails, right? The Good Trade has a simple, clean opt-in form.

Also from The Good Trade, this one highlights that you can expect uplifting content in just one sentence. We all want to hear more good news these days.

The two examples above are also great because they convey that their content is light and enjoyable in addition to beneficial.

So Worth Loving wants you to know that they are there to help you through the hard times, and “embrace” and “empower” are two incredible words that pack a punch.

6) MAKE IT EXCLUSIVE 

Creating a sense of exclusivity makes people feel special, and incentivizes them to sign up so they don’t miss anything. FOMO is real!

By using the word “insider,” Causeartist makes their content exclusive and lets you know there are special things you’ll hear about by opting into their emails that you otherwise wouldn’t.

Baronfig highlights that you’ll be the first to know about their new products, limited releases, and more exclusive content if you sign up for their newsletter. And they keep it brief!

Similarly, State Bags also makes use of exclusivity here, and lets you know exactly what to expect from their emails. A win win!

Allbirds has a great form here. They describe what you can expect to see, have a catchy header, and highlight the exclusivity of joining their list. Sounds like more insider discounts!

7) PLAY TO EMOTION

This is especially effective if you’re a nonprofit. Appeal to people’s emotions. Why should they care? What do they need to know about? How will your emails keep them informed?

This one from Thorn is simple in design yet still descriptive. It asserts their mission clearly and appeals to a supporter’s values.

New Story Charity makes sure potential donors know that 100% of their donations really go to helping families in need and encourages people to stay in the know so they can be part of the solution.

The call to action in Malala Fund’s newsletter form is super gripping and impactful. It makes you want to step up and join the fight.

8) INSPIRE YOUR AUDIENCE 

Use empowering and inspiring messaging that will make people want to be a part of your mission—and stay up to date on it!

Goodgigs uses action-forward, empowering messaging to gain more subscribers. (And they’re upfront with how often people can expect to receive emails!)

BuildOn’s method here is clear, informative, and powerful. They’re letting you know that by joining their email list, you’re becoming part of something big and impactful.

Simple, effective, brief. Preemptive Love cuts right to the chase and further demonstrates their mission, inspiring people to take action.

 A Few More Tips for Getting More Emails

Here are a few more tips to consider when formulating the perfect opt-in messaging:

1. Tell people how many emails they’ll get. Remove the fear of constant spam by being straightforward with how many emails you’ll send them over a specific time, or even give them an option! (ex: Receive weekly updates.)

2. Match your messaging to the page people land on. If your form is on a blog post, personalize it to the content they’re currently reading. Since they’re already loving what they’re seeing, this will increase chances that they sign up for future emails.

3. Make your call to action (CTA) button clear and creative. Avoid the typical “Subscribe” or “Enter” text on your button and jazz it up to match your organization’s mission or personality! 

4. Have multiple points of capture on your website. Keep a form on the bottom of your home page, at the end of your blog posts, anywhere you can! There should be several of them sprinkled throughout your site since people will navigate your website in different ways.

5. Don’t ask for a ton of info. The more info you ask for, the less sign-ups you’ll receive. It’s best to just ask for a first name and an email, or just an email address. 

6. Conduct testing. Try a few different things out. What works for one audience might not work for another, so do some tests and see what performs best.

Now, go forth and get those emails! Your message is worth spreading as far and as wide as possible, so avoid “Sign up for our newsletter” and, instead, highlight the aspects that make your work unique.

---

---

PIN THIS POST FOR LATER:

---

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

---

This post was co-written by Kristi Porter and Megan Westbrook.

Top 5 Blog Posts Of 2018

Wow, I feel like I have a little whiplash from 2018. It feels like I’m just getting started, and yet, here it is December again!

My year was full of twists and turns, highs and lows, bumps and bruises, tears of laughter and tears of joy—much like I’m sure your year was. On one hand, I checked multiple locations off of my travel bucket list, including England, Ireland, and Scotland, as well as a cross-country Amtrak trip. I was also a guest on multiple podcasts and featured in several interviews. And I worked with some amazing new clients, along with some old friends.

On the other hand, while I launched two digital products, I was hoping for at least three. I also didn’t meet a few big numbers I set for myself, including the coveted income goal. And my health didn’t improve as much as I hoped it would.

So, my 2018 was a bit of a mixed bag. I’m trying to hang onto the good stuff and learn from the less-than-good stuff. Both of those things will help propel me in 2019.

But before we get there, I wanted to circle back to my five most popular blog posts of 2018. Since I publish a weekly blog post and you’ve got a lot on your plate, it stands to reason that you might have missed one or two along the way.

No worries! I’ll share what others found to be the most helpful in the hopes that it’ll help you succeed as well. Looking forward to a wonderful New Year with you!

1. The Key to Your Success May Be Staring You in the Face (Literally)

Not only are you a human with a life and responsibilities, but you are also at a cause-focused organization, either for- or non-profit. So, whether your work deals with extremely sensitive and dark subjects like human trafficking or not, you still feel the pressure to succeed because there’s a social problem you’re trying to solve. There is a different kind of gravity to your work that few understand.

This can certainly wear on you over time, and without checks and balances, can lead to burnout. And burnout would be a terrible situation not only for you, but for your cause. The world needs your work!

So, what’s the answer to combating the fatigue and burnout? Community.

Read the full post . . .

2. 4 Insider Reasons Interns are Motivated to Help You

I made a couple of big, small business decisions in 2018, and one of those was to hire interns. I'd know for a long time that I eventually wanted to bring in some spry, young talent, but a couple of things were holding me back.

First, I didn't feel "successful" enough to bring anyone else into the mix. I still don't know what "successful" enough meant/means to me, but I finally decided it was time to put that thought to bed. I had valuable lessons to teach someone, and it was time to start imparting.

Second, I knew it would take some legitimate time and effort to get things in place and delegate. Most of us feel like we move at the speed of light, and slowing down isn't an option. But, again, I needed to take a step back. The reality is that I needed extra help, and there were people available to assist. And once I got things up and running, the hard part was over. So, in the end, I got over myself and found two, fantastic interns. 

Read the full post . . .

3. How to Share the Love with Your Amazing Volunteers

I love volunteers.

I’ve always worked in nonprofits, and I've always relied heavily on volunteers to make things happen. Along the way, I have also learned a few things. Yes, people need to be needed. But, the warm and fuzzy feelings that first draw them to you will not always keep them around. As volunteers serve with you, or for you, they will eventually need more. And I’ve found that it is so important to continue to show them the love.

So, here's a list of the top five ways you can continue to love on your volunteers.

Read the full post . . .

4. How to Make Your Next Event More Successful

I don't know about you, but I love events. I love attending them, of course, but also working on them behind-the-scenes. When I was an event marketing director, I was able to help create a dynamic experience for almost 8,000 people. And with my nonprofit and social enterprise freelance clients, it's still a blast to see an event go from concept to completion, resulting in smiling faces, sales earned, and money raised.

A couple of years ago, I had the privilege of working with one of my favorite local organizations, Atlanta Dream Center, on their annual benefit dinner. I had been volunteering with them for three years at that point, and they were Signify's first, official client, so they'll always have a soft spot in my heart. Understandably, I was thrilled to be working with them on a professional level now, too.

At the end of the evening, we had quite a surprise—we had not only met the fundraising goal, but we had quadrupled the previous year's total! High fives all around!

However, I don't think it was an accident. After working on so many events over the years, both large and small, I believe there is a key factor we implemented during the event planning process that changed everything.

Read the full post . . .

5. What (and Why) You Should Be Emailing Your List

Everyone wants to talk social media all the time, but it's not the most important thing when it comes to engaging with your current donors and customers. That's right I said it—social media is NOT the most important thing. Breathe that in, people.

Don't get me wrong, social media is an important (and unavoidable) part of marketing, especially when it comes to finding new prospects, but it isn't the top priority for those currently in your circle of trust. I'd rather you stop focusing on social media, and start focusing on your email list. 

I've had many, many conversations with friends and clients about this topic. I get some slow head-nodding, blank eyes, puzzled looks, and then a question or two usually follows. Something along the lines of, "Why is email marketing so important?" or "Ok, but what should I send to my email list?" I usually also hear that people do send emails to their fans and supporters, but it's been a few...months.

Sending emails just sorta happens when they get around to it. Maybe they'd planned to send out an email blast, but there was yet another fire to put out. Or, they'll email again when they have something "important" to say. 

Any of this sound familiar?

I'm here today to tell you what and why you should be emailing your list. Because it's vital to the health of your organization. Yep, it's that big of a deal.

Read the full post . . .

Looking for more popular options? Here are some of my readers’ all-time favorites:

12 Unique Launch Ideas You'll Want to Copy

What You Need to Convince Potential Sponsors and Partners

A Comparison of 13 Popular Social Media Scheduling Tools

5 Must-See TED Talks for Nonprofit Leaders

10 Tools to Make Your Small Business Look More Professional (Most Are Free!)

PSST: Don't forget that you only have a few more days to enter to win a Communications Strategy Session, valued at $500! Details here. Resolve to make your marketing better in 2019.

---

---

PIN THIS POST FOR LATER:

---

I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

---

5 Essentials You Should Be Communicating to Your Donors

Today’s guest post comes from Amy Crowell, a fundraising pro if there ever was one! Her company, Next Stage Advisors, helps nonprofits through event consulting, board development, grant writing, and more.

Amy and I go way back to the days of when I was at a hospitality PR firm and she was at a little ol’ org called Share Our Strength. Yep, that one. During her time there, she raised more than $3 million dollars for their No Kid Hungry campaign, so she definitely knows her stuff.

Below, she’s boiled down donor communications to a few, main points that you should be aware of. If you’re strapped for time and resources when it comes to talking to your donors, make sure you at least cover these five bases.

PS: These same ideas work for social enterprises, too!

Nonprofits, no matter their mission or size, are always on the lookout for more donors. But some organizations aren't event sure how to start the process of engaging new people into their mission, never mind actually turning them into donors.

Donors come in all shapes and sizes. Your donor may be someone who writes a small or large check, but they could also be a volunteer, committee member, special event attendee, board member, or a donor of products or services that your organization needs.

No matter what type of donor you are talking to, nonprofits need to consistently communicate with donors, while at the same time targeting the specific message that prompted the donor to initially become engaged. Keeping everyone informed may very well graduate them from one level of supporter to another. Use these “5 Essential Tips” to expand your reach and add additional people to your potential donor pipeline.

Essential 1: Who or What You Help

This is a no brainer, right? Of course you are going to tell your potential donors who or what you help. However, it’s more than that. Yes, donors need to be told specifically who you are helping, but they should also be informed of the numerical statistics for the problem in your community you are helping.

Specific and detailed information about the problem you are working towards solving will show that your nonprofit is one that needs to be supported. For example, if a local organization tells you that the teen pregnancy in your state was triple the national average and then explained how they were helping to solve that problem, a donor would be much more likely to support them than if they were merely told that they help cut the teen pregnancy rate.

Tell your donors the specifics, such as:

• How many people in your community deal with the issue that your nonprofit is trying to solve? Is it increasing or decreasing? How quickly?

• What progress have you made so far?

• What innovative methods are you using to fulfill your mission (especially if they are more successful compared to similar organizations in your community)?

• When you accomplish things that work toward your mission, what changes?

• How is your community a better place because of your organization, its mission, and successes?

Essential 2: Real Stories About How Your Organization Has Made a Difference

Showing your passion can go a long way to creating a new donor. Most donors give to an organization because they feel an emotional connection. Help potential donors feel this connection by telling them true stories about the work you are doing. Share success stories about people you have served.

Do you have video testimonies from parents or principals that have firsthand knowledge of how your program changed a child? Stories about how your organization extended the life someone, allowing them to attend a major life event of their child or grandchild? Examples of how someone you helped felt less stigma about a problem they had, which helped them to build their self-esteem and have a more “normal” life? Or perhaps you can take them on a tour of your facility to show your organization at work.

If you are looking for new donors, you should have a set of emotionally-driven stories that demonstrate your work in action and the benefits to those you serve.

Essential 3: Why Your Organization is Different

Many organizations look similar on paper—potentially serving the same type of person, geographical area, or otherwise. It’s important to differentiate yourself from others that may appear similar. Why would I give my money to you when XYZ nonprofit down the road does the same thing?

Donors want to know what your organization does that makes you different and worth investing in. Do you tackle the same problem in a new way? Does your program go a step further in that it follows people for six months after they leave, ensuring they continue their path to success? Are you the only organization serving X in this zip code? Do you address something that other similar organizations don’t? Perhaps your organization has more of a “teach a person to fish” versus a “give them a fish” philosophy? Tell your donors!

Essential 4: What Their Donation Can Accomplish

Whatever donors are giving—time, money, services, or products—they want to know how it is helping your nonprfoti fulfill its mission. Even though every organization needs non-restricted funds to pay for expenses like rent, utilities, and supplies, most donors would prefer that their donation be connected more directly to the mission they are supporting.

This is where equivalencies come in. Being able to tell donors that $1 connects a child to 10 healthy meals, $500 pays for a month of diapers for a previously homeless child, or something similar, goes a long way to help visualize what a donation can accomplish and how it helps those you serve.

These equivalencies can be used in multiple places, including online donations, special events (ex: live or silent auction, fund the need campaigns), or challenge/matching grants. Being able to show specifically what dollars can provide is important and will bring more donors to the check writing stage.

Essential 5: Share Your Organizational Goals

No different than deciding which mutual fund you want to invest your retirement savings in, donors want to see long-term goals and a healthy organization working toward them. They want to see an ROI on their investment, such as increased growth towards the overall mission.

Share with donors where you want your nonprofit to be and when. Do you want to reach 85% of your target market by the year 2020? Increase the hours you are open by 10% this year? Hire a new staff member?

Talk about both short- and long-term goals so that donors feel like they are part of your progress and that their money is actually an investment not only in your organization, but to the people or problem you are trying to help. Communicating a high-level vision and what it takes financially to get there will make donors more invested overall, potentially moving them from a one-time donor to a reoccurring one.

These “5 Essentials” can go a long way towards building a pipeline of supporters that can help you not only have increased donations, but also fill other important roles your nonprofit needs such as board members, volunteers, special event attendees, and more.

Be sure each essential is documented so you can share them with all the key stakeholders in your organization—especially staff and board members. Once you have them, you’ll likely find that not only are they helpful when speaking to supporters, they can also be used in other communications such as your website, newsletter, grant applications, and more.

Don’t have all five in place? Add the missing pieces to your priority list to increase success in the future.

---

Amy Crowell, founder of Next Stage Advisors, has more than two decades of experience in nonprofit management, fundraising, event management, and strategic and financial planning. She has overseen numerous nonprofit fundraisers, including grassroots campaigns, events of all sizes, and national multimillion-dollar corporate-sponsored programs.

Amy helps nonprofits meet and beat their fundraising goals via event consulting, board development, grant writing, and more.

Connect with Amy on LinkedIn.

---

---

PIN THIS POST FOR LATER:

---

I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

---

What (and Why) You Should Be Emailing Your List

We've been talking all things content marketing this month, and today's subject is a biggie. Everyone wants to talk social media all the time, but it's not the most important thing when it comes to engaging with your current donors and customers. That's right I said it—social media is NOT the most important thing. Breathe that in, people.

Don't get me wrong, social media is an important (and unavoidable) part of marketing, especially when it comes to finding new prospects, but it shouldn’t be your top priority, and it isn’t even what your donors or customers prefer. I'd rather you stop focusing on social media, and start focusing on your email list. 

I've had many, many conversations with friends and clients about this topic. I get some slow head-nodding, blank eyes, puzzled looks, and then a question or two usually follows. Something along the lines of, "Why is email marketing so important?" or "Ok, but what should I send to my email list?" I usually also hear that people do send emails to their fans and supporters, but it's been a few...months.

Sending emails just sorta happens when they get around to it. Maybe they'd planned to send out an email blast, but there was yet another fire to put out. Or, they'll email again when they have something "important" to say. 

Any of this sound familiar?

I'm here today to tell you what and why you should be emailing your list. Because it's vital to the health of your organization. Yep, it's that big of a deal. Whether you're concerned about content marketing for your nonprofit or social enterprise, or not, email needs to move up on your priority list.

WHY EMAIL MARKETING IS IMPORTANT

Though social media is the shiny object of the marketing world, email marketing should be the staple. It's true that nothing will ever beat in-person conversations; those should always be the first option. But for electronic or online communication, email should be your focus.

Why? You "own" your list. We've already seen a handful of algorithm changes on Facebook this year alone, and they're all making it more difficult for your business to get seen by your fans and followers. That's great for us as individuals who want to see more pics of our friends kids, pets, vacations, or last night's dinner. Not so great from a marketing standpoint.

And as things change again, and they will, you'll be further and further removed from your audience, unless you are paying to get in front of them. However, with an email address, you land directly in their inbox. Whatever you need to communicate to them is front-and-center. They don't have to go hunting for it, and they don't have to wait to just see it occasionally, if the internet powers that be, decide today's the day to show them.

Plus, if one of those nifty social networks goes away tomorrow, or decides to remove businesses entirely, you have no way to reach those people. Poof! They're gone. But you know what you do have? That's right, your email list!

You also have more real estate in emails to get your message across than on social media, and emails still have the highest conversion rates as well. Two, more very good reasons!

Oh, and if you're slightly panicked about neglecting your social media, here's my solution.

(Side note: I recommend setting a reminder to download your list a few times per year so you never lose it either. Unfortunately, nothing is guaranteed!)

WHAT TYPES OF EMAILS YOU SHOULD SEND TO YOUR LIST?

Okay, now that you understand why you should be making more use of your email list, you might be stuck on what to send. Besides a lack of time, this is the issue I hear most.

So, what should you email to your list? The good news is that the options are pretty limitless! 

Here are just a few examples:

• Program/product/service updates

• New hires, job openings, or internship opportunities

• Recent blog posts

• Behind-the-scenes details

• Thoughts from the founder or staffers

• Links and resources your audience would find helpful

• Tips and tricks

• Surveys

• Needs list (ex: resources a nonprofit might need to further their mission)

• Staff or recipient profiles

• Holiday announcements or celebrations

• Photos or videos of people using your product/service

• Testimonials and stories

• End of year impact reports

• Recent press/media

(Want 85 more ideas? Click here!)

Think about it: These people willingly gave you their email. That means they want to hear from you! And they want to hear from you more than a couple of times per year... So, don't neglect sending just because you don't have any "big announcements." 

I also recommend keeping a list somewhere of topics that would be good for your emails, even if it means they need to wait a while. You don't want to lose any good ideas! I use Evernote, since it's always handy, but you can use Google Docs or Sheets, a Word doc, a sticky on your computer, or whatever is a good fit.

To make things even easier on yourself, you can even set up a template for your regular email newsletters so that all you have to do is just drop in the new content each time. This is exactly what I do with Special Features. I have a formula that I follow of specific things I want to communicate to my audience. Each section has a purpose. Doesn't mean that it'll stay that way forever, but right now, it works for me.

A FEW TIPS ON FORMATTING YOUR EMAILS

Photos and graphics, or no photos and graphics? Headers or no headers? Long or short?

The truth is that I've seen emails of all shapes and sizes get the job done. Some are beautiful and some are plain. So, whether you have yours laid out by a professional graphic designer or not is your call. What works with your brand and your voice? That choice is up to you.

Here's what I will stress, however: It needs to be easy to read on laptops, tablets, and phones. (A LOT of people are reading your emails on their phones these days!) That may sound completely intuitive, and like I don't need to say it, but trust me, I do. I have seen some emails that likely have great content, but they are so hard to look at and read that I just hit delete. I'm sure you've done the same.

So, what's the cure? Well, a lot of the advice we've been giving over the past few months for websites and blogs carries over here, too. 

Namely:

• Write is short paragraphs of one to three sentences. If you're reading anything on a phone, do you want to just stare at a wall of text? Answer: Nope.

• Use headers where needed for clarity and changing topics, especially if the email is long. People are skimmers, whether we like it or not. Don't fight it.

• Let white space be your friend.

• Leave the jargon at the office. Keep the language easy to understand.

• Give clear calls to action (telling people what you want them to do), and make it easy for them to do it.

• Make it about the reader as well as your organization. Make the content relatable, and let them feel a part of your work.

• Go back to your brand standards. All your fonts and photos should match your brand, or be extremely complementary if, for example, you have a really uncommon font. But make sure everything looks like goes together—and matches your brand. Watch out for sizes, spacing, and keep those headers in check, too. Tip: Look at it like a blog post. Get all matchy, matchy.

If you think that you do want to include graphics, but aren't good at design, have a graphic designer create templates that you can use over and over, just replacing text and photos as needed. This is what I did.

I had my designers create a standard template for my monthly newsletter, a couple variations for different categories of opt-ins, and a really generic one for simple announcements. Now, anytime I need to create a new email blast, I just choose the right template and switch out the info and graphics—presto! Now, I don't have to reinvent the wheel every time. (Hint: This also makes coming up with your content easier because you know what "boxes" to fill in!)

Your formatting is just as valuable as your content, so don't skip this step.

WHEN SHOULD YOU EMAIL YOUR LIST?

As with pretty much everything else, there are no concrete, black and white answers. Sometimes that's a good thing because you may feel bad that you can't keep up with "standards." However, sometimes that's bad because you don't have a guaranteed blueprint to follow for success. What works for some may not work for others.

But, here's what I tell my clients: I'd like you to email your list at least monthly. I guarantee you've got something to share each and every month. If you can email more frequently with smaller updates throughout the month, do it! But if you wait more than a month, you risk being forgotten.

Remember, we're all out of sight, out of mind creatures. So, if you aren't talking to your list, you'd better believe someone else is!

I'd also like you to figure out a consistency or frequency that you can stick to. This is an effort to make sure it happens, and also helps people expect when to hear from you. Both are uber important.

For example, in an ideal world, I'd email my list a couple of times per month with small updates and information that will be helpful to them. But as a solopreneur, I've got a lot on my plate. So, for now, Special Features goes out once per month. Specifically, the first Thursday of the month. I even have a reminder in Asana to help keep me on task. One particularly busy month, I worked late and finally hit send about 10:00 p.m., because come h*ll or high water, that thing was going out on the first Thursday of the month! It's a promise I made to myself and my tribe.

Others I know send emails every Friday, or every other Wednesday. So, make the decision of when you're going press the magic button, and commit to it.

To make this easier to understand, here are some great email guidelines for nonprofits.

THE NUMBER ONE EMAIL MARKETING MISTAKE

One of the biggest problems in not emailing your list very often is that you only tend to email them when you need something. This is a big no, no.

It takes time to build the "know, like, and trust" factor with your audience. This is what leads them to action.

Like real life, this is a relationship to be nurtured. So, how would you like it if you had a friend that only talked to you when they wanted you to buy something or donate to their cause? Ewwww. I imagine they'd move off your friend list pretty quickly!

Yet, this is what I see nonprofits and social enterprises doing again and again. They get busy, and only email their fans and followers when it's convenient for them. As a result, donations flounder and sales fumble.

The result? Organizations are left thinking email marketing doesn't work. So, once again, they put it off.

But the lesson should be to change the strategy. Begin working on the relationship with your audience regularly and gradually, rather than using it part of the backup plan.

EMAIL MARKETING AS A STRATEGY

Here are Signify, we're big on strategy. Yes, it's good to be sending those emails, writing those blog posts, and connecting on social media, but it becomes much more effective when there's a strategy behind it.

Other than, "because I have to," WHY are you sending the email?

Do you need to sell a product, drive donations, announce a new program, or promote an event? All of these are pretty big "asks" and will usually require more than one email. A series of emails primes them to take action. This gives them all the information or motivation they need to make the decision. And this requires planning. You'll need to figure out ahead of time what what to say and when to say it.

Often, once you lay out on a calendar or spreadsheet all the things you absolutely need to say in a year, you'll see how fast space actually fills up. Then you can plug in other types of emails such as the above examples.

Of course, the unexpected will come up, and that's fine! Nothing wrong with a special announcement now and again.

If you find it overwhelming to think about a year's worth of emails, start with six months, or a quarter, or heck, even a month. But it's time to get intentional. Email marketing is too important to ignore or leave to chance.

What questions do you have?

Read the other posts in this series:

• Content Marketing 101

• How Screenwriting Can Help You Better Communicate Your Brand's Story

• Building Better Content: How to Improve on Social Media

• How to Generate and Organize Content for Your Blog

---

---

PIN THIS POST FOR LATER:

---

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

---