Email marketing is one of the most powerful tools you have—and one of the most underused. Whether you're trying to connect with donors, reach volunteers, or stay top of mind with your community, email lets you speak directly to people who already care about your mission.
But here’s the thing: blasting out a one-size-fits-all message once in a while won’t get you very far.
If you want real results—like more engagement, more support, and more action—you need a smart approach. Whether you’re starting from scratch or ready to level up, here’s a breakdown of how to make email work harder for your organization.
Beginner: Start with a List and a Welcome
If you’re just getting started with email marketing, don’t worry about fancy automation or complicated tools. Start by building a solid foundation.
The first step is to create a simple email list. Add sign-up forms to your website—ideally on your homepage, blog, or contact page—and consider linking one in your social media bio as well. Make sure your audience knows what they’re signing up for: updates, encouragement, event invites, or helpful resources.
Once someone subscribes, send them a welcome email. This is your chance to introduce your organization, your mission, and what they can expect from you. Think of it like a friendly handshake. Then, aim to send at least one email per month. Even something as simple as a monthly update helps keep your organization top of mind.
📌 Tip: Use a free or low-cost email marketing platform like Mailchimp or Constant Contact to get started. These tools offer templates, scheduling options, and list-building features that make your job easier.
Intermediate: Segment and Personalize
Once you’ve got a regular rhythm, it’s time to get smarter with how you send. That’s where segmentation comes in. Instead of sending one generic message to everyone on your list, divide your contacts into smaller, more meaningful groups—like monthly donors, major donors, church sponsors, or volunteers.
Why? Because different people support you in different ways. A one-time donor may need a nudge to give again. A regular volunteer might want to hear about upcoming events or hands-on opportunities. Sending everyone the same message can cause people to tune out—but speaking directly to their interests increases the chances they’ll stay engaged.
You can also start testing subject lines and content to see what gets better open and click rates. Something as simple as adding a person’s name or referencing their past involvement can make a big difference.
📌 Tip: Think about the natural categories within your supporter base. Start with 3–4 segments and build from there. Most email platforms allow you to tag and sort contacts easily.
Advanced: Automate and Optimize
At the advanced level, email marketing becomes a strategic machine that works for you—even when you’re not thinking about it. This is where automation comes in.
Set up email journeys based on user behavior. For example, someone who signs up to volunteer could receive a series of emails: first a thank-you, then a guide to volunteering at your center, followed by reminders about upcoming opportunities. Likewise, a new donor might get a short series of emails sharing impact stories and an invitation to become a monthly supporter.
Use A/B testing to find out which subject lines, calls to action, and email formats work best. Then analyze the data—open rates, click-through rates, and conversion rates—to adjust your strategy. Email marketing is never “set it and forget it.” The best results come from consistent testing, learning, and refining.
📌 Tip: Set aside time once a quarter to review your email performance and identify areas to improve. Even small changes—like shortening your subject line or adjusting your CTA—can lead to better results over time.