{"id":24584,"date":"2021-07-20T07:05:50","date_gmt":"2021-07-20T11:05:50","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=24584"},"modified":"2024-07-05T15:27:50","modified_gmt":"2024-07-05T19:27:50","slug":"6-ways-to-effectively-manage-donor-email-communications","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/nonprofit-technology\/6-ways-to-effectively-manage-donor-email-communications\/","title":{"rendered":"6 Ways to Effectively Manage Donor Email Communications"},"content":{"rendered":"<section><p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-header-2.jpg\" alt=\"6 WAYS TO EFFECTIVELY MANAGE DONOR EMAIL COMMUNICATIONS\" width=\"900\" height=\"473\" class=\"alignnone size-full wp-image-28189\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-header-2.jpg 900w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-header-2-300x158.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-header-2-768x404.jpg 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-header-2-100x53.jpg 100w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><br \/>Nonprofit communications managers wear many hats a day. While each hat is an essential part of keeping the organization thriving, only so much can be accomplished without a specific workflow in place. Effective email management saves time spent on daily tasks to improve the success of your communications.<\/p>\n<p>Successful email marketing also engages your entire community to fundraise, activate supporters, advocate for your cause, and thank donors for their generosity and commitment to your mission. And it all starts with your <a href=\"\/donor-engagement\/\">donor engagement<\/a> tools.<\/p>\n<aside class=\"bg_gray col_2 vertical-align\">\n<div>\n    <p>Improve productivity and increase donor support without starting over. <i>The Digital Fundraising Makeover<\/i> for Nonprofits is your breath of fresh air for all your online outreach, introducing tools that make life easier and keep donors engaged.<\/p>\n     <a href=\"#form\" class=\"bttn\">Skip to guide<\/a>\n<\/div>\n<div>\n <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/7-forms-tips-ebook-2.png\" alt=\"Image of book cover titled The Digital Fundraising Makeover For Nonprofits\" width=\"1000\" height=\"735\" class=\"alignnone size-full wp-image-28137\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/7-forms-tips-ebook-2.png 1000w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/7-forms-tips-ebook-2-300x221.png 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/7-forms-tips-ebook-2-768x564.png 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/7-forms-tips-ebook-2-100x74.png 100w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><br \/>\n<\/div>\n<\/aside>\n<\/section>\n<section>\n<h2>How do you organize and optimize your donor email strategy?<\/h2>\n<p>There are many tools available to help nonprofits manage their digital donor communications. The key is getting them to work together to:<\/p>\n<ol>\n    <li><a href=\"#tip-1\">Track email engagement<\/a><\/li>\n    <li><a href=\"#tip-2\">Send relevant communications<\/a><\/li>\n    <li><a href=\"#tip-3\">Tailor a unique message<\/a><\/li>\n    <li><a href=\"#tip-4\">Collect data through your forms<\/a><\/li>\n    <li><a href=\"#tip-5\">Increase donor conversion<\/a><\/li>\n    <li><a href=\"#tip-6\">Improve the materials you have<\/a><\/li>\n<\/ol>\n<\/section>\n<section id=\"tip-1\">\n<h3 class=\"swtich-heading\">Donor communication tip #1<\/h3>\n<h4>Track donor email engagement in your CRM<\/h4>\n<p>You probably know at least one person within your organization who occasionally uses their preferred email application outside of your CRM.<\/p>\n<p>If your staff is sending emails from different places, it can cause confusion for the sender <i>and<\/i> recipient, especially when there is turnover. This has long been an <a href=\"https:\/\/www.forbes.com\/sites\/chrisstrub\/2020\/02\/10\/nonprofithr\/?sh=6e1732915caf\" target=\"_blank\" rel=\"\u201dnoopener\u201d noopener\">issue for the nonprofit sector<\/a>, with an average turnover rate higher than the all-industry average. Not to mention, nobody enjoys switching back and forth between accounts to get the information they need. In this cloud-based day and age, your donor outreach should live and breathe in the same database.<\/p>\n<p>Donors feel more comfortable connecting with a nonprofit that knows them, so it\u2019s important to maintain continuity in cultivating lifelong relationships. When your communications are in one central location, they can be properly tracked and analyzed to reveal trends, giving insight into the messages that motivate donors to give.<\/p>\n    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1.jpg\" alt=\"Solicitation Pie chart\" width=\"1200\" height=\"670\" class=\"alignnone size-full wp-image-28882\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1.jpg 1200w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1-300x168.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1-1024x572.jpg 1024w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1-768x429.jpg 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-piechart-1-100x56.jpg 100w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\n    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-analysis-1.jpg\" alt=\"solicitation analysis report\" width=\"800\" height=\"451\" class=\"alignnone size-full wp-image-28638\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-analysis-1.jpg 800w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-analysis-1-300x169.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-analysis-1-768x433.jpg 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-analysis-1-100x56.jpg 100w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\n<aside class=\"bg_gray\">\n    <p>DonorPerfect offers a <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Using-Send-Email-Via-My-Email\" target=\"_blank\" rel=\"noopener\">Bcc Email integration<\/a> that automatically syncs your outbound emails composed elsewhere &#8211; Gmail, Outlook, and more &#8211; with your CRM, keeping your donor communications in the same safe place to share with your entire team.<\/p>\n<\/aside>\n<\/section>\n<section id=\"tip-2\">\n<h3 class=\"swtich-heading\">Donor communication tip #2<\/h3>\n<h4>Send relevant messages to the right donors<\/h4>\n<p>The importance of <a href=\"\/fundraising-hub-resources\/create-donor-segments-for-your-campaign\/\" target=\"_blank\" rel=\"noopener\">understanding your audience<\/a> can\u2019t be understated. For example, you wouldn\u2019t ask an inactive donor to join your <a href=\"\/monthly-giving\/\">monthly giving<\/a> program if they haven\u2019t contributed in fifteen years, and you wouldn\u2019t send your volunteer an invite for the event they\u2019re working. But with gifts to record, emails to send, and donors to engage, wires can easily get crossed.<\/p>\n<p><a href=\"\/nonprofit-technology-blog\/fundraising-software\/nonprofit-email-marketing-donorperfect\/\">Segmenting your email lists<\/a> keeps communications relevant to prevent lapsed donors and unsubscribers. It\u2019s also proven to increase click-through and email open rates significantly.<\/p>\n<p>Using your chosen criteria, separate your supporters into small, connected groups that highlight their specific interests. Donors can be grouped by geographical location, how much they give, how recently they gave, which campaigns they have given to, and more.<\/p>\n<p>To start, try segmenting your donors by <a href=\"\/nonprofit-technology-blog\/fundraising-strategies\/lybunt-sybunt-mybunt-oh-my\/\">recency, frequency, and gift amount<\/a> to create email groups. For example, if grouping by giving level ($0-50, $50-$100, and so on), you can email each group with a targeted appeal, like an online donation form with a default amount that matches their giving history.<\/p>\n<aside class=\"bg_gray col_2 vertical-align\">\n<div>\n    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-ediot.png?v2\" alt=\"constant contact email editor\" width=\"400\" height=\"262\" class=\"aligncenter size-full wp-image-25440\" \/>\n<\/div>\n<div>\n    <p>With Constant Contact, you can manage your donor communications in just a few simple steps<\/p>\n    <ol>\n    <li>Sync your segmented DonorPerfect data<\/li>\n    <li>Create an impactful email campaign with easy-to-use, drag-and-drop templates<\/li>\n    <li>Schedule your emails<\/li>\n    <li><a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Monitoring-Responses-to-Email-Campaigns-from-the-Constant-Contact-Website\" target=\"_blank\" rel=\"noopener\">Track their success<\/a> through robust reporting tools<\/li>\n    <li>Repeat!<\/li>\n    <\/ol>\n    <p><a href=\"\/integrations\/email-marketing\/constant-contact\/\">Learn more about our Constant Contact integration \u00bb<\/a><\/p>\n<\/div>\n<\/aside>\n<\/section>\n<section id=\"tip-3\">\n<h3 class=\"swtich-heading\">Donor communication tip #3<\/h3>\n<h4>Tailor communications to each unique supporter<\/h4>\n<p>All of your donors have the common goal of seeing your mission succeed, but each one is interested in different aspects of your work. Aside from speaking with them directly, the best way to determine their interests is through their history with your organization &#8211; events they\u2019ve attended, projects they\u2019ve supported, or their survey responses, for example. Obviously, you don\u2019t have the time to look at each donor individually. Through CRM reporting features like analytics dashboards and filters, you can get a bird\u2019s-eye view of your data to identify trends.<\/p>\n    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-persona-1.jpg\" alt=\"customer profile - demographic vs psychographic\" width=\"800\" height=\"420\" class=\"alignnone size-full wp-image-28389\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-persona-1.jpg 800w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-persona-1-300x158.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-persona-1-768x403.jpg 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-persona-1-100x53.jpg 100w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\n<p><b>Consider these factors to pique donors\u2019 interests:<\/b><\/p>\n<div>\n    <p><b>Delivery method<\/b><\/p>\n    <p>By tracking your donors\u2019 giving history, you determine how to best communicate with each unique constituent. Knowing this information, you might not even want to email certain groups at all &#8211; for example, <a href=\"\/nonprofit-technology-blog\/featured\/nonprofits-appeal-millennials\/\">millennial donors who make small, frequent donations<\/a> might prefer joining a <a href=\"\/monthly-giving\/\">monthly giving<\/a> program via text message.<\/p>\n<\/div>\n<div>\n    <p><b>Gift type<\/b><\/p>\n    <p>Reporting on giving history also presents the opportunity to single out the people providing sustaining revenue for your organization. By engaging with those who give the most, you can secure funds for future projects. Try inviting frequent donors to join a <a href=\"\/monthly-giving\/\">monthly giving<\/a> program, or ask <a href=\"\/major-donors\/\">major donors<\/a> to help with a matching gift campaign.<\/p>\n<\/div>\n<div>\n    <p><b>Messaging<\/b><\/p>\n    <p>Different groups will necessitate <a href=\"\/nonprofit-technology-blog\/featured\/how-to-build-your-email-list-for-better-year-end-campaign-results\/\">different messaging<\/a>, but don&#8217;t worry &#8211; you don\u2019t have to rewrite the entire appeal for each segment you\u2019re soliciting. Consider changing the <b>sender, subject line, call to action or delivery time<\/b>, as these <a href=\"\/nonprofit-technology-blog\/fundraising-software\/3-ways-to-improve-your-email-fundraising-response-rates\/\">four components have the highest impact on open and click-through rates<\/a>. If sending an email to a long-time, <a href=\"\/major-donors\/\">major donor<\/a>, perhaps it should come from your director, and the subject line should thank them for their commitment to your work.<\/p>\n<\/div>\n<aside class=\"bg_gray\">\n    <p>DonorPerfect\u2019s <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Creating-a-Compound-Selection-Filter\" target=\"_blank\" rel=\"noopener\">compound reporting filters<\/a> ensure your donor is only included in one segment. If a donor falls into multiple groups, <a href=\"\/fundraising-software\/fundraising-report-software\/\">DonorPerfect reports<\/a> help you determine which is most influential and send the appropriate appeal.<\/p>\n<\/aside>\n<\/section>\n<section>\n<section id=\"tip-4\">\n<h3 class=\"swtich-heading\">Donor communication tip #4<\/h3>\n<h4>Lean on donation forms that do data entry for you<\/h4>\n<p>Online donation forms do more than just create momentum around your mission. They collect data for you, giving you time to really get to know your supporters. When integrated with your CRM, online donation forms can sync and store donor information you\u2019ve collected (i.e. gift amount, giving level, or giving history) to leverage in future opportunities &#8211; like personalizing each email solicitation you send out.<\/p>\n<p>Equally as important, online donation forms allow your amazing supporters to trust that giving to your organization is safe and secure. To <a href=\"\/online-forms-hub\/collect-donations\/#5\">build that trust<\/a>, clearly communicate your fundraising goal on a <b>dedicated donation form linked to your website<\/b>, and then design the form to match your other marketing materials. It\u2019s best when your donation form shares the same logo, colors and themes as your website, so donors don\u2019t think they\u2019ve been sent somewhere sketchy to complete their donation.<\/p>\n<p>The giving options on your online donation form should meet your donors\u2019 specific needs, such as <b>recurring, monthly, or split gifts<\/b>. Offering several options will work to diversify the donor data you\u2019re collecting for further insight into your relationships &#8211; in other words, who prefers to give how. To show that you know your supporters, you can even pre-fill the donor\u2019s information with an integration like <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Video-SmartGive-Overview\" target=\"_blank\" rel=\"noopener\">SmartGive<\/a> for DonorPerfect.<\/p>\n<aside class=\"bg_gray col_2 vertical-align\">\n<div>\n    <p>DonorPerfect\u2019s <a href=\"\/fundraising-software\/integrated-online-forms\/\">integrated Online Forms<\/a> send data straight to your system, and are easily customized to your organization\u2019s unique style or theme. And with Online Forms Plus, you can add custom form fields and <a href=\"\/fundraising-software\/online-donation-page-samples\/\">access exclusive templates<\/a>.<\/p>\n<\/div>\n<div>\n     <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/6-ways-manage-donor-email-form.png?v2\" alt=\"example of DonorPerfect online forms\" width=\"400\" height=\"328\" class=\"aligncenter size-full wp-image-25439\" \/>\n<\/div>\n<\/aside>\n<\/section>\n<section id=\"tip-5\">\n<h3 class=\"swtich-heading\">Donor communication tip #5<\/h3>\n<h4>Create campaign-specific donation forms to increase conversions<\/h4>\n<p>Just like you want to shape your emails around specific constituents to stay relevant, you want to <a href=\"https:\/\/www.donorperfect.com\/online-forms-hub\/convert-supporters\" target=\"_blank\" rel=\"noopener\">create campaign-specific donation forms<\/a> to spark interest in certain donor groups. To increase conversions, the goal of each campaign should relate to at least one segmented group. It\u2019s helpful to begin your campaign process by determining <b>the why behind your donor communications<\/b>.<\/p>\n<p>For example:<\/p>\n<ul>\n    <li>Converting constituents<\/li>\n    <li>Promoting an event<\/li>\n    <li>Soliciting new donors<\/li>\n    <li>Re-engaging lapsed donors<\/li>\n    <li>Encouraging <a href=\"\/monthly-giving\/\">monthly giving<\/a><\/li>\n<\/ul>\n<p>At the end of a campaign, testing its success will keep you from scratching your head when planning your next one. Reporting features within your CRM can tell you how many of your form visitors actually made a donation, and which email was opened the most.<\/p>\n<p>Your <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Tracking-Online-Form-Performance\" target=\"_blank\" rel=\"noopener\">form conversion rate,<\/a> and email open rate will depend on how well your message resonated with those it reached. That\u2019s why it\u2019s in your organization\u2019s best interest to create donation forms specific to each campaign, so you\u2019ll know for sure just how successful each one has been, and what to keep doing.<\/p>\n<\/section>\n<section id=\"tip-6\">\n<h3 class=\"swtich-heading\">Donor communication tip #6<\/h3>\n<h4>Take stock of your engagement materials<\/h4>\n<p>Still not seeing the results you dreamed of? Then there\u2019s no time like now to take stock of your donor communications and figure out what works best for your organization. Start in Excel or Google, and make spreadsheets for your most frequently sent email engagements.<\/p>\n<p><b>Create a column for each component:<\/b><\/p>\n<ul>\n    <li>Sender<\/li>\n    <li>Subject line<\/li>\n    <li>Call to action<\/li>\n    <li>Delivery time<\/li>\n    <li>Open rate<\/li>\n    <li>Click-through rate<\/li>\n<\/ul>\n<p>And add a section for notes. Use your CRM or email marketing tool to document each metric, then in your notes, write what you\u2019ve learned, and whether you\u2019ll continue using the engagement.<\/p>\n<p>Remember, an audit isn\u2019t about downsizing, it\u2019s about making sure your messages resonate with your supporters. You may want to meet with your team to gather feedback and brainstorm new ideas. Together, you can walk through the process in your donors\u2019 shoes &#8211; do you <a href=\"\/whitepapers\/generic\/your-digital-donor-thank-you-kit\/\" target=\"_blank\" rel=\"noopener\">receive a receipt and a thank you<\/a> right away? Are you receiving too many emails?<\/p>\n<p>Continue reviewing your email content through the eyes of your donors &#8211; do you find yourself \u201cdoomscrolling\u201d or spending excessive screen time? Is each one easy to read, with a clear goal, and an applicable call to action? If you\u2019re feeling avoidant, or seem to be skimming through information to speed up the process, there may be room for improvement.<\/p>\n<p><b>For a deeper dive into your donor communications and a deeper understanding of your constituents, explore our free eBook below.<\/b><\/p>\n<\/section>\n<section id=\"form\" class=\"bg_gray\">\n<h2 class=\"center\">Download <i>The Digital Communications Makeover for Nonprofits<\/i><\/h2>\n <script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"ItemList\",\n  \"name\": \"6 Ways to Effectively Manage Donor\nEmail Communications\",\n  \"image\": \"HEADERIMAGEURL\",\n  \"url\": \"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/LIVEBLOGPOSTURL\",\n  \"itemListOrder\": \"https:\/\/schema.org\/ItemListOrderAscending\",\n  \"numberOfItems\": 6,\n  \"itemListElement\": [\n  {\n   \"@type\": \"ListItem\",\n   \"position\": 1,\n   \"item\":\n   {\n     \"name\":\"Track donor email engagement in your CRM\",\n     \"description\": \"Donors feel more comfortable connecting with a nonprofit that knows them, so it\u2019s important to maintain continuity in cultivating lifelong relationships. 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While each hat is an essential part of keeping the organization thriving, only so much can be accomplished without a specific workflow in place. Effective email management saves time spent on daily tasks to improve the success of your communications. 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