Of all of the online and offline marketing initiatives we employ to further our mission, email fundraising is one of the most important to the non-profit German American Business Association (GABA-CA) Women in Business Industry Group.

Over the last decade, the Internet has become increasingly important to non-profits as a cheap and easy way to connect with current supporters, and engage new ones. It makes sense especially for marketing and fundraising communications given the dramatic improvements and substantial cost savings of the Web 2.0 world.

Integrating online and offline marketing techniques fulfills the need to connect with others while sustaining mutually-rewarding relationships through affordable strategies. We've already proven that email marketing is an effective and cost-efficient strategy for our nearly 100% volunteer-run Group. Email fundraising is another example of that kind of strategy. (click on image to view full size)

This recent email, sent to a potential sponsor after an annual cultural event, follows these best practices:

1. Supports the strategy. The marketing and fundraising message in the email marketing campaign ties into other communication channels like our Web page, invitation to our next quarterly event, and invitation to our ongoing email Listserv, all of which reflect the organization's strategy and goals.

2. Knows the reader(s). Using information about what our readers want, email marketing is a relationship-building tool to invite them to further engage with our GABA-CA Women in Business Interest Group.

3. Is relevant. A personal From line, personalized references to our reader(s) to capture their interest, important information with a link to more info on our Web page, and intriguing call to action.

Do you have any useful tips or stories about email marketing or online fundraising? Whether you work in a corporate or non-profit environment, we'd love to hear about your successes, challenges and ideas in the "Comments" section below…thank you!

Other blog posts in this Non-Profit Online Marketing series:

• Digital Marketing Best Practices for Non-Profits
• Email-based Discussion Groups for Non-Profits
• Social Networking for Non-Profits
• Email Testing & Measurement for Non-Profits
• Can Online Video Strengthen Non-Profit Marketing Impact?
• Email Segmentation & Target Marketing for Non-Profits

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About The Author

Linda Cleary manages demand generation marketing programs at Lyris.

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