Email Marketing for Charities & Non-Profits
What you'll learn
- How to get started with email marketing for charities and non-profits
- Why email is one of the most effective digital channels for charity fundraising, campaigning and events
- How to research and choose the right email marketing platform for your charity
- How to build and grow your non-profit's mailing list
- How to stay compliant with data protection and privacy law while using email marketing
- The secrets to creating engaging emails that will result in donations and conversions for your charity
- What metrics you need to measure to ensure your emails are performing, and how to benchmark
- Using segmenting to improve your list's performance
- Why welcome journeys deepen engagement with your subscribers, and how to create them
- How to use split testing to improve your email performance
- How to write an email strategy for your non-profit organisation
Requirements
- Basic familiarity with digital marketing
Description
Email is one of the best and most consistent digital marketing platforms – the Direct Marketing Association has found that every €1 spent on email marketing brings in a €42 return. For charities, email presents a great opportunity:
It’s a cheap and easy to adopt form of digital marketing
It creates a personal, direct relationship with each subscriber and supporter
Email is great for conversions – it’s hugely effective for driving online donations, campaign actions, event registrations and much more
It’s easy to track and measure – you can see the results and return on each email campaign
Unlike social media, you’re not reliant on a third party or on unpredictable algorithms
This course is all about getting your charity started with the incredibly effective digital marketing channel that is email.
In this course, you will learn:
Why email marketing is still so effective
How email compares to other digital channels
How to make the case for email marketing in your organisation
What you need to get started with email marketing
How to choose the email marketing platform that’s right for your charity
Best practice for data protection and privacy
How to build your first mailing list
Crafting attractive, engaging emails
How to write email subject lines that work
Laying out your emails and choosing images
The email metrics you need to watch
How to evaluate and improve your emails
Free ways you can grow your email list
Paid email acquisition
How to encourage email signups on your website
How to segment your subscribers for better results
This course does not cover technical setup instructions for different email marketing platforms – you can get those for free when you sign up for a platform! This course is all about learning best practice and strategy for effective emails.
You will get:
Multiple videos and articles
A checklist for setting up your email marketing programme
A template for creating your email strategy
A guide to creating an effective mailshot
A data protection checklist
A guide to diagnosing issues with your email performance
A template for planning email journeys
And much more!
This course is suitable for:
Charities, non-profits, NGOs, community groups, campaigns
Fundraisers, campaigners and communications teams in non-profits who would like to use email marketing to promote campaigns, bring in donations and raise awareness
Digital and marketing teams in charities and non-profits
Who this course is for:
- Charities, non-profits, NGOs, community groups, campaigns
- Fundraisers, campaigners and communications teams in non-profits who would like to use email marketing to promote campaigns, bring in donations and raise awareness
- Digital and marketing teams in charities and non-profits
Course content
- Preview02:11
- Preview07:04
- 06:20Making the case for email in your charity
Instructor
![Jean O'Brien](data:image/svg+xml,%3Csvg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 64 64"%3E%3C/svg%3E){kind=avatar}
- 4.6 Instructor Rating
- 582 Reviews
- 2,090 Students
- 3 Courses
Jean is a digital industry veteran with over 15 years experience in digital communications and design. She has over a decade of full time experience working as a digital communications specialist in charities including Barnardos and Oxfam. In these roles she has built and project managed websites, developed digital strategies, planned and delivered content for online fundraising and advocacy campaigns, and worked on the development of internal processes. She is passionate about collaborative working and peer learning, and runs regular training workshops in Dublin, Ireland for digital non-profits. Jean founded Digital Charity Lab in 2014 - a social enterprise that builds digital skills in non-profits.