Supporter Retention: Why Email is your best friend


email lovel

Recently,  Fundraising Online held their annual fundraising conference #FRO16.

The series covered many inspiring topics around fundraising and marketing for nonprofits and took place over two days. One of the webinars I listened to was the informative session (you can register and download it here) on email marketing by @charitychap, Matt Collins. During his talk, Matt urged charities to become more acquainted with email as it is one of the top online communication channels we do not utilise enough.

Now, my background is Online Marketing so no one has a hard time convincing me of the greatness of email.It’s an effective way to reach out to your audience and has the flexibility to ever evolve along with your communication plan.

You can segment to your heart’s content to create tailored content and test, test and test again to make sure everything is performing at its optimum, from subject lines to CTA’s. During his talk Matt highlighted the success Ecommerce retailers have experienced through email and how charities could (and should) follow suit.

Matt also made provided us with some handy recommendations such as concise messaging, personalisation, clear CTA’s and A/B testing -all of which have proven to improve email performance in other sectors.

How to incorporate Email Marketing into your Telemarketing Strategy

Scratch that, we shouldn’t be thinking of ways to incorporate email into telemarketing, we should be working towards one holistic strategy where email and the telephone go hand in hand. Supporters use multiple methods of communication offering up numerous touch points and opportunities for charities to re-engage, provide tailored communication and most importantly, improve retention. This is something to think about when planning any campaign.


Account Director, Pell & Bales 

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