Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money

Chapter Nineteen

Email

What’s Different about This Communications Channel

Email is fast, cheap, and versatile. Email allows you to personalize communications in a way that social media can’t, and it is quicker and less expensive than direct mail. It provides the best way to reach a specific audience because it allows you to segment your donors, volunteers, and clients. An email can be written, sent, and received in an afternoon, whereas direct mail can take days to print and mail.

You can also better track how your readers are responding to your communications because you can check open rates and click-throughs. You can also easily test subject lines or calls to action. Sending bulk email must be done through an email service provider (ESP), ...