Put yourself in your donors’ shoes. They’re constantly inundated with communications from for-profit and nonprofit organizations alike, all vying for their attention. How likely is it that they’ll see—let alone read—your emails?

Email is a tried-and-true way to reach your supporters, but you must be strategic about the messages you send. Otherwise, you risk wasting donors’ time and your resources on sending emails that never get read.

To help you optimize your nonprofit’s email strategy, we’ll explore five realities about sending emails to donors and how you can use this information to your advantage.

1. Holding donors’ attention is difficult.

Nonprofit marketing isn’t easy. Even if you win over a donor once, it’s not guaranteed that they’ll contribute again. Donors give for many different reasons, so your appeals need to connect with more than just passion for your organization.

How to Deal with This Reality

  • Focus on quality over quantity. Instead of sending frequent, random messages, craft several email communications that deliver clear value. Keep emails concise to get right to the point and maximize your chances of holding donors’ attention. Bloomerang’s email marketing for nonprofits guide recommends writing urgent campaign emails under 50 words, donation thank-you emails between 50 and 75 words, supporter welcome emails between 75 and 100 words, and newsletters between 100 and 200 words.
  • Emphasize impact. Make the few seconds you have donors’ attention truly count. Let supporters know exactly how they can make a difference with clear subject lines, headers, and calls to action that get your point across.
  • Don’t overwhelm donors with too many asks. Not all email communications should be donation asks. Send informative email campaigns that encourage donors to engage in other ways without reaching back into their wallets, such as sharing a social media post or signing a petition.

2. You can’t rely too heavily on any one supporter.

Of course, targeting major donors should be a part of your fundraising strategy. However, relying on major donors alone isn’t sustainable. It takes many donors to form a nonprofit community and build dependable support.

How to Deal with This Reality

  • Focus on engaged supporters. Social media followers, cause advocates, and recurring donors are all examples of engaged nonprofit supporters who are likely to contribute to your organization time and time again. Even if they’re not yet giving monetarily, finding supporters who are actively engaged with your nonprofit is a great starting point.
  • Build relationships with them. Take the time to get to know the people who make your mission possible. Treat engaged supporters the same way you treat major donors—send them email surveys, set up one-on-one meetings, and invite them to special behind-the-scenes opportunities—and watch their investment in your organization grow.
  • Have them take the lead. Having supporters who are willing to raise money on your nonprofit’s behalf can be even more powerful than acquiring new donors alone. Take advantage of donors’ social networks by giving them email templates they can use to spread the word about your mission and solicit donations from their peers.

3. Focusing on incremental progress is key.

There’s really no such thing as an overnight success. Building a responsive, engaged donor base is a mission in and of itself—and one large donation or successful event won’t necessarily move the needle. However, when you accept that incremental progress is the key to success, you can start focusing on smaller wins and gradually improve your strategy.

How to Deal with This Reality

  • Create post-campaign plans. It’s not always about how your campaign ends. It’s about asking yourself, “What happens next? What did we learn from this, and how can we keep growing because of it?” After any initiative—successful or not—follow up with supporters about your progress via email and let them know about your plans to move forward.
  • Reframe success. Consider the small wins just as much as the larger ones. Whether a first-time donor has contributed $15, a supporter shared your campaign post, or a recurring donor just upgraded their monthly contribution by $5, recognize these gestures and send the supporters involved a thank-you email.
  • Invest in automation. Building the foundation for long-term growth with your email strategy is key. Fortunately, the right email management tools make it easy to stay in touch with donors with less effort. Leverage automation to trigger welcome email series, educational messages based on supporters’ interests, and donation receipts.

4. Each supporter responds best to different messaging.

It’s no longer enough to send a generic email blast to your entire donor base. Each individual expects you to tailor your communications to their preferences.

How to Deal with This Reality

  • Collect supporter data. The best way to learn about donors is to ask them questions. Send surveys that gauge their interest in different types of communications and ask them to confirm their preferred communication channel and frequency. Store this data in your nonprofit CRM for future reference.
  • Segment donors. Use the donor information you’ve collected to group similar donors together. That way, you can more easily personalize your email campaigns and ensure they resonate with your supporters. For example, you may create different segments for donors who prefer to hear from your nonprofit weekly, monthly, and quarterly.
  • Conduct A/B testing. A/B testing involves creating two slightly different versions of an email, sending them to different portions of your audience, and measuring which is more effective. Switching small elements, like subject lines, images, and calls to action, and analyzing click-through and conversion rates can help you craft stronger emails that appeal to your donor base.

5. It’s not always about your nonprofit.

As a nonprofit, you likely put your organization at the forefront of your communications, focusing on your mission, your impact, and your needs. However, doing so all the time can irritate donors and push them away from your cause.

How to Deal with This Reality

  • Put donors’ interests first. By asking donors questions and tailoring your communications to their preferences, you demonstrate that you’re invested in them as individuals. As a result, they’ll be more likely to engage with your emails and continue to support your organization.
  • Use donor-centric language. Shift the focus from your organization’s work to donors’ support. Instead of saying something like, “We successfully earned $12,000 throughout our recent campaign,” put donors at the forefront by saying, “Thanks to your generosity, our community raised $12,000 over the past few weeks.”
  • Celebrate your supporters. Don’t wait for another contribution or campaign to show donors your appreciation. Thank them often, and recognize personal occasions like supporter birthdays and giving anniversaries to show you care about each individual constituent relationship. Consider interviewing select supporters and featuring their stories in your email communications to highlight how different donors contribute to the greater community.

Donors receive tons of emails each day, meaning your nonprofit needs a cohesive strategy that will make your communications stand out. By following these tips, you’ll deliver more thoughtful emails that are more likely to resonate with donors and keep them engaged in your organization’s meaningful work.