Top Email Automation Trends for Nonprofit Fundraising

by | Oct 27, 2023

The Secret to Getting More People to Support Your Cause

Did you know most folks are more likely to give to charitable causes when they hear about them through email? A whopping 26% more, to be precise. In the world of philanthropy, email marketing has a profound impact on inspiring donors to open their hearts and their wallets.

Thanks to automation, nonprofit organizations have found a way to make fundraising by email feel like a breeze. No more late nights sorting through donor lists or waiting for the right moment to hit send. Email automation is the magic wand that helps your nonprofit engage supporters more effectively, share personalized stories, and create connections that last.

Imagine having more time for the stuff that really matters—like connecting one-on-one with your donors and partners—because all the manual work of fundraising by email is managed for you. Check out these email automation trends for some inspiration.

Personalization and Segmentation

Personalization has always been a powerful tool in fundraising, but now your nonprofit can take it to the next level. Advanced email automation tools enable organizations like yours to segment donor lists based on various factors, such as past donation amounts, areas of philanthropic interest, and demographics. Within these segments, you can send highly personalized emails tailored to each donor’s interests and giving history.

It may take a little extra time upfront to sort through and clean your data or craft messages based on those key areas of interest, but the payoff is well worth it. Personalized content not only resonates more with supporters but also leads to increased donations and engagement. A study conducted by Mailchimp found that compared with non-segmented emails, personalized and segmented emails saw approximately:

  • 101 percent more clicks
  • 14 percent more opens
  • 10 percent fewer unsubscribes
  • 5 percent fewer bounces

Storytelling through Automation

Email automation can be used to tell compelling stories that inspire donors to act. Nonprofits are crafting storytelling journeys through automated emails that take supporters on a narrative path. These emails may share success stories, testimonials, and the impact of donations in a sequential manner, creating a deeper emotional connection with the cause. By using email automation to tell stories effectively, nonprofits can evoke empathy and increase support.

younger woman walking down the street looking  at her phone

Behavioral Triggers for Timely Engagement

Behavioral triggers are essential for delivering the right message at the right time. You can use email automation to set up triggers based on your supporter’s actions, such as opening an email, clicking a link, or making a donation. This allows your organization to send timely follow-up messages, encouraging further engagement or showing appreciation for gifts. The immediacy of these emails can significantly impact donor retention and satisfaction.

Data-Driven Decision-Making

Data is at the heart of successful email automation for fundraising. Nonprofits are harnessing the power of data analytics to gain insights into donor behavior, preferences, and trends. This data-driven approach helps organizations like yours refine their email content, delivery times, and overall strategy. As a result, you can make more informed decisions that lead to increased conversions and donations.

Automation for Donor Retention

Nonprofit fundraising isn’t just about acquiring new donors; it’s also about retaining your core supporters. Email automation plays a crucial role in nurturing donor relationships. Nonprofits are using automation to send acknowledgment emails, updates on the impact of contributions, and personalized stewardship content that keeps supporters engaged and informed.

Donor retention is vital for long-term success, and email automation makes it more manageable and effective. Check out one example of an automated stewardship email series focused on storytelling that we did for AHN.

These email automation trends—personalization and segmentation, storytelling, behavioral triggers, data-driven decision-making, and donor retention—offer nonprofits new tools to engage, inspire, and retain supporters. Graphcom understands the evolving landscape of nonprofit fundraising and the significance of email automation in achieving your goals. By staying ahead of these trends and integrating them into your strategy, you can optimize your fundraising efforts and create a more substantial impact on the causes you support.

See It in Action

Find out how we simplified one organization’s pledge reminders with email automation.

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