E-mail

Twilio published new research that explores how digital engagement is reshaping the way nonprofit organizations deliver services.

While the concept of fundraising via e-appeals and mail may sound so last century, I assure you it is an important foundational piece for a fundraising program of the 2020s.

So, you’ve created a strategy for your peer-to-peer email communications. You’ve segmented your audience, built compelling content and prepared to design emails that will grab your readers’ attention. Now there’s one thing left to do: Start executing on your plan (and find ways to improve it).

There are a lot of effective ways to communicate with your peer-to-peer fundraising participants, such as social media, apps and push notifications, SMS and direct mail – to name a few. But email is still king.

Segmentation is about talking to different audiences in different ways, depending on who they are and how they might be interested in your cause. Email communications are most effective when you personalize the message, information and asks based on what you know about the audience.

When it comes to timing of email communications for your peer-to-peer events, there are three big levers you can adjust. Timing also varies by type of event, which breaks down into four categories. Let’s look at how peer-to-peer email timing levers vary for each event type.

Equipped with augmented donor data, your nonprofit can apply these insights to inform your Giving Tuesday and year-end segmentation. Here are six recommended segments to leverage in your upcoming campaigns, as well as specific messages you can send to each one to maximize year-end giving.

Establishing a strategy for your peer-to-peer fundraising email communications is critically important. Of course, when you have a lot to do, taking time to think about strategy might seem like a luxury. But keep in mind that there’s no point in sending emails just to send emails. They need a purpose.

One-time online giving grew 15.6% last year, according to the study. Within that, recurring donations continued to outpace one-time gifts despite the pandemic and email communications played a huge role in the success of online fundraising...

On Sept. 20, just as nonprofits were launching or preparing to launch their year-end fundraising email campaigns, Apple implemented its Mail Privacy Protection along with new features that fundamentally alter how organizations conduct their email outreach. So, let’s review what exactly has changed, and how nonprofits can best navigate Apple’s new features...