5 Keys to Improving Nonprofit Email Performance

I tend to scroll quickly through my personal inbox, spending mere seconds deciding what to open and what to swipe right into the trash. At the same time, I’m on the other side of that decision — building emails designed to engage donors — and keenly aware that I have 10 seconds (or less!) to earn attention. And that’s after overcoming new roadblocks like artificial intelligence and machine clicks that make it harder to actually reach a human. 

If you’re asking how to take your nonprofit email communications to the next level, small, often overlooked details often determine what gets opened, clicked, or ignored. Here are five key areas to examine to optimize your emails — and actionable steps to see real results with your next campaign.

1. Performance

How can you get higher open and click-through rates? The answer varies by nonprofit and by specific segment. That’s why A/B testing is such an important, data-driven way to verify what engages your audience. Try testing subject lines with first-name personalization, questions, countdowns, or action-oriented language in your subject lines as a starting point. Then, as you grow, continue split testing elements like sender name, images, use of animated GIFs, and time of day variations.

2. Personalization

How can you show you know your audience? First, strive for data cleanliness that supports first-name or salutation personalization — and always do careful checks of dynamic content. Using dynamic fields to populate giving history (amount and year) or a suggested gift amount can be the next step. Then make sure the donor journey is consistent from the email to the online giving form. For instance, does the gift array match? Does the autoresponder send them to more stories about the same topic? 

3. Deliverability

How can you get emails into inboxes? If you thought SPF was only for sunscreen, then it may be time to connect with your IT team and make sure your email account has the right technical setup. You can send your email to a free tool like Mail-tester to assess your sender reputation and ensure essential email authentication records are in place. The big three are DomainKeys Identified Mail (DKIM), Domain-based Message Authentication, Reporting, and Conformance (DMARC), and Sender Policy Framework (SPF). These are the first line of defense in deliverability and sender reputation, helping keep your emails out of the spam folder. 

4. Readability

How can you improve display and technical performance? At a minimum, test your emails on your phone, Apple Mail, Outlook, and Gmail — the platforms where most supporters are likely to view your message. Be mindful of accessibility needs, including dark mode, which accounts for roughly 35% of tracked email opens. Sites like WebAIM offer a free tool to audit your email for contrast, colors, and other readability features. For more advanced previews, use tools like Email on Acid or Litmus to preview how your email renders across hundreds of popular platforms. 

5. Engagement

How do you keep people engaged without overload? In short, provide the right content at the right time. For engaged supporters, that means a mix of impact sharing, news, and requests for support. Sometimes, it may mean breaking away from designed emails for a plain-text, ultra-personal message from someone at your organization. For those who don’t convert, try a re-engagement campaign or mini survey to better understand their interests. Regardless of the reader, your emails should focus on building relationships and reputation for the long term. 

What is one idea or next step you could implement with your next nonprofit email? Improving nonprofit email performance is less about perfection and more about getting better with each send. With a little extra attention, you can deliver emails that surprise and delight each audience.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.