By Steph Drahozal, Marketing Assistant, Salsa
We all have way too much email in our inbox and the last thing we want is to share our email address just to get more junk. I don’t know about you but before I hand over my email address, I need a compelling reason to give it. Your supporters are probably the same way. Just offering a “free newsletter” doesn’t cut it. They want to know more- what you’ll send them and why it’ll be of value when you do. This means having a strong content marketing strategy in place and then optimizing your website to making signing up a breeze.
- Create a prominent “above-the-fold” email sign-up button on your website home page. Make the button easy to find- visitors shouldn’t have to scroll or navigate around to find it.
- Make sure your email sign-up box appears on every page of your site. The more it appears, the more likely someone will click it.
- Use a sign-up incentive such as informative white papers, cheat sheets or even a sweepstakes drawing.
- Whenever people donate or register for an event, let them know that they’ll automatically receive regular communications, like an email newsletter, from you.
Remember, supporters are more likely to sign up for emails if they know what content to expect; people like to know what they’re getting themselves into. A simple way to do this is to give supporters the options to sign up for emails only on the topics they’re interested in and segment your communications accordingly.
To learn more download our free ebook, The Essential Guide to Growing Your Online Support for Nonprofits. This new guide helps you connect and engage with current donors, volunteers and activists, and tells you how to reach out to new supporters using the online tools and content you’ve probably already got in place. It covers things like storytelling and choosing the best message for each medium, but also goes into things you might not know a lot about yet, like SEO, SEM and leveraging text messaging.