How Can Non-Profits Send More Engaging Email?

Posted by Bonnie Malone on

Retailers aren’t the only ones gearing up for the holidays — it’s a big season for non-profits too. But just how well do non-profits use email to connect with subscribers (and potential donors), engage them in a cause, and spur them into action? Return Path’s new research study, “Telling Stories: How Non-Profits Can Create More Engaging Email Marketing Programs,” focuses on answering these questions by measuring email use among 50 well known non-profit organizations.

Assessing the entire subscriber experience for 30 days, the study analyzes practices across a wide spectrum of organizations – from children, to health, to politics, animals, and museums. The study identified several areas of strength among these mailers, including 62% of organizations that sent a welcome message immediately upon subscribe (something only 40% of for-profit counterparts do), and a strong integration of social media elements.

However, there were a number of areas where non-profits fell short. Content strategy – a crucial element in connecting and engaging with new subscribers, and building support for the cause – was surprisingly one glaring opportunity for improvement. Many organizations leaned heavily on generic newsletters as their primary use of the channel, missing a huge opportunity to customize the experience with subscribers and potential advocates/donors of their organization.

Learn more about the non-profit study findings, view email samples from the organizations studied, and get recommendations for improving your organization’s strategy, just in time to optimize response for the 2009 holiday season! Download the research paper now.


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Bonnie Malone

Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.