Did you know that acknowledgement or “thank you” emails have the highest open rate of any email communication type.
That’s right – better than your fancy newsletter and much better than your unsolicited eBlast (though people tend to make some very simple and correctable mistakes in those types of emails also). If you think about it for a second this makes total sense. Someone who just donated to your organization, signed up for an event, purchased a product or became a member is clearly engaged enough to look at the message they receive from you shortly after completing one of the above actions.
So why are you failing to take advantage of this incredible opportunity?
You just received a donation, event registration, membership sign-up or product purchase and all you do is send an automatic acknowledgement email saying “thank you”. Right? Well, it shouldn’t be.
Here are five acknowledgement tips most non-profits are forgetting about.
1) Really Thank Them:
Saying “thank you” is not enough. Show them how their support has made your organization better, and explain to them why you are so grateful. Use this email as an opportunity to express your thanks and make those who support you want to continue their support. Make sure they feel it.
2) Encourage Them to Share:
Word of mouth marketing is very powerful – arguably the best type of marketing you could ask for. Make it easy for your constituents to share your message and what their passionate about with friends and family by giving them simple tools to share and asking them to do so in your acknowledgement emails. Think forward to a friend, social media sharing, etc.
3) Get Feedback:
The constituents receiving these emails are clearly invested in your organization. Provide them with a place they can give feedback, such as a survey or poll. Consider giving them a place to leave testimonials that get featured on your website. Capturing this type of feedback allows you to learn from your supporters and use the information to better serve them.
4) Connect with Social Media:
Ask your constituents to follow you on your social media accounts (Facebook, Twitter, etc). Tell them why they should follow you, and highlight the valuable information they will receive if they do. Don’t just say “Like us!” but tell them what you’ll provide that is worth paying attention to. Once they follow you, your organization can stay present in their lives on a daily basis.
5) Link to Your Website:
Use an email template that links your constituent back to your site. Consider a template that uses your site’s primary navigation, but at least give them easy links back to important pages on your website like your homepage, events calendar, and donation page.
You don’t have to use all of these tips all the time, but adding at least one or two will really help to keep your constituents engaged and help your organization reach its goals.
What other email acknowledgement sins have you seen committed?
Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!