Communications that don’t involve asking for money (donation, ticket sale, etc.) are important to keep patrons engaged and deepen their relationship with your organization.
Here are some ideas for emails that don’t involve donating or purchasing but serve to educate and entertain.
Automated Welcome Email
An automated welcome email can come in two forms: when someone signs up for your email list, or when they sign up for a particular program, purchase a ticket, or make a donation.
Think of this initial email as part of an onboarding process where the goal is to learn more about your organization or the program they have chosen. They have already taken the first step so now it is time to continue their journey with you.
This is where you can highlight the things your organization is doing. The email doesn’t have to be limited to new things; it should simply be genuinely interesting and engaging content.
You may have to resist the urge to put in a call-to-action to donate or otherwise support the work you’re doing, but you can use CTA to drive people to your website to find out more.
Odds are you have people on your email list who have not opened any of your communications for some time. All of the modern email service providers will allow you to see who those people are and group them into a segment.
Once you have that segment identified, send an email showcasing your upcoming activities with a CTA to learn more.
It can be tempting to ask patrons to support your organization in a monetary way in honor of a holiday, but think about using it to simply say hello.
Also, you have the opportunity to have a more creative outcome for a holiday email. Create downloadable greeting cards, curate a holiday-themed music playlist, or share favorite recipes.
Does your organization regularly send these types of emails? I’d love to see examples of yours so feel free to put them in the comments!