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What nonprofit marketers need to do to succeed in
the Email Marketing
Nonprofit marketing is a different breed of animal from many other industries. Much of the marketing involved in nonprofit
enterprises involves acquiring and scoring leads and maintaining a connection to existing donors. Email marketing for Salesforce,
in combination with tools such as MassMailer, can make it easier to develop a consistent and effective marketing strategy.
The Unique Needs Non Profit Email Marketing Strategies
Nonprofits need to be able to identify leads that are most likely to engage with the organization. This often requires large amounts
of data analysis and lead scoring. Salesforce campaigns can use data collected over time to score existing leads, but nonprofits still
need to be able to reach out to new individuals.
Nonprofit organizations regularly need to complete fundraising initiatives, meet metrics, and build their relationships with the
donors and volunteers that have already worked with them. Salesforce email tracking is a way to measure engagement and pursue
individuals who have connected the most with the organization.
Building Relationships With Email Marketing
Email on a consistent basis. MassMailer can help an organization develop a schedule and a strategy, so organization contacts are
continually reminded of the nonprofit’s goals and initiatives.
Score leads. Salesforce combined with MassMailer can be used to appropriately score leads, so different email strategies can be
personalized to the recipient and will, therefore, be more effective.
Maintain a solid reputation. Avoid any blacklisted or “spammy” email terms and try to avoid overly promotional materials; people
want to be reminded of the organization’s mission.
Provide valuable and timely data. Update leads about the progress that the organization has made, particularly projects that they
themselves have worked on or contributed to.
Integrate your email. Direct leads to social media accounts and other owned media through email, to expand your reach and ensure
that they are continuing to engage.
Have a clear call to action. At the end of each email, tell leads exactly what they should do next to find out about the nonprofit’s
current project, goals, and initiatives.
Getting Around Salesforce Email Limits
Because nonprofit organizations require so many different points of contact, it’s easy for a nonprofit organization to reach
Salesforce email limits. Nonprofit organizations have to contact large volumes of potentially interested leads, in addition to
connecting with volunteers, prior donors, and prospective donors. Salesforce has specific limitations on how often emails can be
sent, which can interfere with the email marketing campaign.
But MassMailer can be used to get around Salesforce daily email limits, making it easier for nonprofit organizations to keep up with
their marketing strategies without having to worry about their email limitations per day. MassMailer also adjusts the limits
Salesforce has on other issues, such as attachment sizes.
Nonprofit organizations need to develop out their marketing strategies in a way that lets them build uniquely strong
relationships with their potential donors, volunteers, and other participants. Salesforce can be used to create a comprehensive
strategy, and MassMailer can be used to remove restrictions that would otherwise make Salesforce difficult to use. For more
information, download the trial of MassMailer today.