The real ROI of email marketing for nonprofits
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We’ve sent some emails before, but we didn’t get many results from them. We haven’t sent any emails in a while. ↑ If you’ve ever uttered these words, you should know that email revenue for nonprofits increased by 16% last year, according to the latest M + R Benchmark report. Yes, nonprofits still see results from email marketing. No, email isn’t “dead” and you don’t need another AI bot to figure out what works for you. But the act of simply sending an email doesn’t create jumps like last year’s 16%. It’s the quality of the email you’re sending. It needs to be worth the open, the read, and give the reader a reason to stick around. We aren’t just sending emails in 2026, Reader – we’re opening doors for connection. My favorite way to do that is by sending emails that encourage community, not just donations. Emails that… → Include an Impact story → Share a recent win → Ask supporters for their opinion or feedback Opening these doors invites community and a shared sense of belonging for your mission. If you want to create lasting supporters, this step cannot be skipped. Making space for true connection helps supporters remember you (and share your mission). We’re about 12 weeks out from Giving Tuesday. If you send a weekly email, that’s 12 relationship-building opportunities. Because the *real* ROI isn't how much money you raise... it's how many supporters follow you into the next season. This is a precious timeframe. If you want perfect-fit donors to follow you into 2027, provide the opportunity for connection now. How will you open the door for more connection with your supporters, Reader?
PS: My pal Hannah and I are partnering together to complete your next Annual Impact Report for you. We’re only holding spots for a few more weeks, so get the details here and snag your spot on our calendar. |