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Your Nonprofit’s 4 Email Types

Sep 01, 2021

Would you be surprised if I told you there was more than one type of email that your organization should be using? The type you pick can help you build support by getting the right message to the right people at the right time.

But they are about more than who you are writing to. Mostly, they are about what the email is supposed to accomplish. And - with a little planning - a lot of these communications can be automated, making the work a little easier for you.

Here's the 4-1-1 on the four types of emails your nonprofit should be using.

Broadcast emails - this is the most common one and the purpose is right there in the name. This is the email you send with the broadest distribution list because you want to reach anyone and everyone. It's your e-newsletter, your big, splashy announcements and all the news that's fit to print (or send electronically).

Targeted emails. For use when you are only trying to reach a segment of your main list. These are emails specifically for your donors, your volunteers, the people on your Board or your community partners. If the message you are sending out doesn't apply to everyone, it's time to target your email.

Triggered/Automated Emails. The most complicated of our email types, but oh-so-worth-it. Automated sequences can be used in a variety of ways, but they all have one thing in common. There's an action on the part of the recipient that triggers one (or better yet, more than one) communication from your nonprofit. Here are a few examples:

  • The one-and-done. This should be the rarest of the automated emails you send out, but there are a few instances where they are appropriate. The thank you that's generated by your donation platform when someone gives. Or the confirmation email that is sent when registering for an event. The acknowledgement that they have signed up for your newsletter.
  • The welcoming sequence. This is for someone who is new to your organization. Maybe they are a new donor or have attended one of your events for the first time. When you enter them into your email platform, make sure they are on a list or tagged in a way that will trigger a series of emails welcoming them to the cause.

The first will thank them for their participation and then, every few days over the next two weeks, you'll send another email with more detailed information about your organization and encouraging their further involvement.

  • The relationship builder. If you ever used a carrot like a free report or resource to build your email list (commonly called a "freemium"), odds are that the folks who trade their email in order to download your content are new to your organization. Honestly, they were more interested in the information you were offering than your nonprofit. 

Your job is to "nurture" their interest in your organization through a series of emails that first makes sure they got the resource or report they wanted, then explains your organization's involvement in this issue. Again, a series of three or four emails over about two weeks should work and then put them into the appropriate email list to receive your e-newsletters or other general emails.

 Scheduled emails. Now I can hear you thinking, "Wait, aren't all emails scheduled?" Well, true, but this is a special subcategory. Basically, it's those emails you can schedule weeks - maybe even months - in advance. Monthly reminders about board meetings. Your New Year's Day greeting. The calls for people to register for your event. Anything that you can "set it and forget it."

And there you have it - the four types of emails your nonprofit can (and should) be using. Email is a powerful communication and connection tool for your organization. Making sure you are using the right one for the right purpose will help engage your current supporters and give you a chance to introduce yourself to people who might not know you well so they become future supporters.