Posted by Tony Endelman

Despite the growing popularity of social media and Google Adwords, email marketing remains one of the most efficient ways to share your nonprofit’s mission.  Believe it or not, over 2.5 billion people on Earth use email, sending 122 TRILLION messages every hour. And, according to Forrester, 72% of adults in the U.S. send or receive emails at least once a week, using a smartphone. 

When it comes to your nonprofit, it’s vital that you craft your messages appropriately if you’re hoping to boost donations. 

Here are some email marketing best practices to keep in mind:

Keep It Short
According to Marketing Sherpa, the average person spends only 10 to 15 seconds on each email they open. This includes the time they spend looking at your images and thinking about your calls-to-action. In other words, you have very little time to convince your readers to make a donation. When crafting a fundraising email, aim for between 180 and 250 words at the most.

Make It Mobile-Friendly
In today’s fast-paced world, people expect to be able to view everything on their cell phones or tablets. In fact, over 60% of emails are now opened on a mobile device and as many as 80% of people will simply delete an email that isn’t optimized for mobile viewing. Luckily, Firespring offers an email marketing solution with templates that perfectly fit the needs of nonprofits.

Have Clear Calls to Action
It goes without saying that as a nonprofit, you want your readers to support your cause by making a donation. So when crafting a fundraising email, be sure to include a big, bright call to action—a “Donate Now” button that really pops. While there is no perfect color, your call to action button should definitely stand out from the background. And don’t make your readers scroll for it. Keep it front and center, and they’ll be more likely to click and donate.

Turn Donors into Doers
After someone clicks on your call to action and makes a donation to your nonprofit, you only have his or her attention for so long. Create a thank-you page for new donors and include buttons for social sharing. This gives them a quick and easy way to share your campaign on Facebook, Twitter or LinkedIn. Include social sharing buttons within all of your email marketing messages as well.

Use these tips to get the most of your email campaigns. Done right, email marketing can help take your nonprofit to new heights.