Email Marketing for Charities & Non-Profits from Udemy

Email is one of the best and most consistent digital marketing platforms – the Direct Marketing Association has found that every €1 spent on email marketing brings in a €42 return. For charities, email presents a great opportunity:

It’s a cheap and easy to adopt form of digital marketing
It creates a personal, direct relationship with each subscriber and supporter
Email is great for conversions – it’s hugely effective for driving online donations, campaign actions, event registrations and much more
It’s easy to track and measure – you can see the results and return on each email campaign
Unlike social media, you’re not reliant on a third party or on unpredictable algorithms

This course is all about getting your charity started with the incredibly effective digital marketing channel that is email.

In this course, you will learn:

Why email marketing is still so effective
How email compares to other digital channels
How to make the case for email marketing in your organisation
What you need to get started with email marketing
How to choose the email marketing platform that’s right for your charity
Best practice for data protection and privacy
How to build your first mailing list
Crafting attractive, engaging emails
How to write email subject lines that work
Laying out your emails and choosing images
The email metrics you need to watch
How to evaluate and improve your emails
Free ways you can grow your email list
Paid email acquisition
How to encourage email signups on your website
How to segment your subscribers for better results

This course does not cover technical setup instructions for different email marketing platforms – you can get those for free when you sign up for a platform. This course is all about learning best practice and strategy for effective emails.

You will get:

Multiple videos and articles
A checklist for setting up your email marketing programme
A template for creating your email strategy
A guide to creating an effective mailshot
A data protection checklist
A guide to diagnosing issues with your email performance
A template for planning email journeys
And much more.

This course is suitable for:

Charities, non-profits, NGOs, community groups, campaigns
Fundraisers, campaigners and communications teams in non-profits who would like to use email marketing to promote campaigns, bring in donations and raise awareness
Digital and marketing teams in charities and non-profits

What's inside

Learning objectives

How to get started with email marketing for charities and non-profits
Why email is one of the most effective digital channels for charity fundraising, campaigning and events
How to research and choose the right email marketing platform for your charity
How to build and grow your non-profit's mailing list
How to stay compliant with data protection and privacy law while using email marketing
The secrets to creating engaging emails that will result in donations and conversions for your charity
What metrics you need to measure to ensure your emails are performing, and how to benchmark

Using segmenting to improve your list's performance
Why welcome journeys deepen engagement with your subscribers, and how to create them
How to use split testing to improve your email performance
How to write an email strategy for your non-profit organisation
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How to get started with email marketing for charities and non-profits
Why email is one of the most effective digital channels for charity fundraising, campaigning and events
How to research and choose the right email marketing platform for your charity
How to build and grow your non-profit's mailing list
How to stay compliant with data protection and privacy law while using email marketing
The secrets to creating engaging emails that will result in donations and conversions for your charity
What metrics you need to measure to ensure your emails are performing, and how to benchmark
Using segmenting to improve your list's performance
Why welcome journeys deepen engagement with your subscribers, and how to create them
How to use split testing to improve your email performance
How to write an email strategy for your non-profit organisation
Show more
Show less

Syllabus

Introduction

Why email?

Making the case for email in your charity

Getting started

How to get started with email marketing. Includes a comprehensive downloadable checklist with all the tasks you'll need to carry out.

Choosing your email marketing platform

Data protection

Deliverability - how to avoid spam traps

Building your first mailing list

Setting up your first list for importing

Creating emails that work

Crafting emails that work

Mailshots vs newsletters

Subject lines and sender names

Laying out your emails

Writing your email copy and using imagery

Guest article by Simon Scriver: what’s the point of personalisation?

Evaluating and improving your emails

The email metrics you should be measuring

Using split testing to improve your emails

Growing and managing your list

Channels you can use to grow your mailing list

Gathering subscribers on your website

Segmenting your subscribers for better results

Bonus content

Creating email welcome journeys

Writing an email strategy

5 things to do when you've finished this course

Create and share a mailshot for your organisation

If you need to update your colleagues about best practice in email, this video does it in just under 4 minutes. The video is also available on YouTube: see the linked resources for this lecture.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Focuses on email marketing strategies tailored for charities and nonprofits, which often operate with limited budgets and resources, making it highly relevant

Explores data protection and privacy law compliance, which is crucial for charities and nonprofits to maintain trust and avoid legal issues when engaging with donors

Teaches how to segment subscribers for better results, which allows charities and nonprofits to personalize their messaging and improve engagement with different donor groups

Does not cover technical setup instructions for different email marketing platforms, so learners may need to seek additional resources for platform-specific guidance

Includes a checklist for setting up an email marketing program, which can help charities and nonprofits systematically implement effective email campaigns

Examines email deliverability and how to avoid spam traps, which is essential for charities and nonprofits to ensure their messages reach their intended audience

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Email Marketing for Charities & Non-Profits with these activities:

Review GDPR and Data Protection Basics

Show steps

Reinforce your understanding of data protection regulations to ensure compliance when building and managing your email lists.

Browse courses on GDPR

Show steps

Review the key principles of GDPR and other relevant data protection laws.
Identify the specific requirements for obtaining consent for email marketing.
Understand the rights of individuals regarding their personal data.

Review 'Permission Marketing'

Show steps

Understand the principles of permission marketing and how to apply them to your email campaigns.

View This Is Strategy on Amazon

Show steps

Read the key chapters on permission marketing and building trust with subscribers.
Reflect on how you can apply these principles to your charity's email marketing strategy.
Identify ways to improve your email signup process and ensure subscribers are genuinely interested in receiving your emails.

Review 'Email Marketing Rules'

Show steps

Deepen your understanding of email marketing best practices and compliance regulations.

View Email Marketing Rules: 184 Best Practices to... on Amazon

Show steps

Read the chapters focusing on email deliverability and compliance.
Take notes on key strategies for improving email engagement.
Identify actionable steps to implement in your charity's email marketing.

Four other activities

Expand to see all activities and additional details

Show all seven activities

A/B Test Subject Lines

Show steps

Practice writing and testing different subject lines to improve open rates and engagement.

Browse courses on A/B Testing

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Brainstorm a list of potential subject lines for a specific email campaign.
Use your email marketing platform to A/B test different subject lines.
Analyze the results and identify the most effective subject lines.
Document your findings and apply them to future email campaigns.

Develop an Email Marketing Strategy Template

Show steps

Create a reusable template for developing email marketing strategies tailored to different campaigns and objectives.

Show steps

Define the key components of an effective email marketing strategy.
Research successful email marketing strategies used by other charities.
Design a template that includes sections for goals, target audience, content plan, and metrics.
Present the template to your team for feedback and refinement.

Design a Welcome Email Journey

Show steps

Craft a series of automated emails to welcome new subscribers and introduce them to your charity's mission and activities.

Show steps

Map out the key messages you want to convey in your welcome journey.
Write compelling email copy that engages new subscribers.
Design visually appealing email templates that reflect your charity's brand.
Set up the welcome journey in your email marketing platform.

Create a Data Protection Checklist

Show steps

Develop a checklist to ensure your email marketing practices comply with data protection regulations.

Browse courses on Data Protection

Show steps

Research the key requirements of GDPR and other relevant data protection laws.
Create a checklist that covers all aspects of data protection, from obtaining consent to managing data securely.
Share the checklist with your team and ensure everyone understands their responsibilities.
Regularly review and update the checklist to reflect changes in data protection laws.

Career center

Learners who complete Email Marketing for Charities & Non-Profits will develop knowledge and skills that may be useful to these careers:

Marketing Specialist

A Marketing Specialist is responsible for developing and implementing marketing strategies to promote an organization's products or services. This role uses a variety of channels to reach target audiences, and this course, with its focus on email marketing, a key digital channel, is highly relevant. The course teaches how to craft engaging emails, write effective subject lines, and use segmentation strategies, which are crucial for a marketing specialist to succeed. Understanding email metrics, evaluating campaign performance, and growing an email list, as taught in this course, are essential skills for this role.

See salaries and explore the career path for Marketing Specialist

Fundraiser

A Fundraiser is responsible for generating financial support for charities and other non-profit organizations. Email marketing is a key tool for fundraisers, helping them connect with donors. This course is helpful for learning how to use email to drive donations, raise awareness, and engage supporters. Understanding email analytics and knowing how to improve email performance are key for any fundraiser, as is learning how to create segmented lists. This course teaches the strategies and techniques required to be effective at fundraising through email.

See salaries and explore the career path for Fundraiser

Communications Officer

A Communications Officer manages the flow of information between an organization and its various audiences. They craft messages that support the organization's goals. Email marketing is a critical communication tool, and this course provides training beneficial to a communications officer. The course provides guidance on creating effective email campaigns, managing mailing lists, and ensuring compliance with data protection laws. The skills and knowledge gained from this course are immediately applicable to a communications officer's daily work. A communications officer who seeks to improve their email communication skills should strongly consider this course.

See salaries and explore the career path for Communications Officer

Marketing Coordinator

A Marketing Coordinator supports the efforts of a marketing team by carrying out marketing campaigns and activities. This course is useful for marketing coordinators who are tasked with email marketing duties, because the course will teach them how to choose an email platform and carry out best practices. This course provides a comprehensive guide to email strategy, and the creation of email content. Improving email performance through tracking metrics is taught in this course. A marketing coordinator with an eye on improving their email marketing skills will benefit from this course.

See salaries and explore the career path for Marketing Coordinator

Development Officer

A Development Officer works to secure financial resources and build relationships with donors, foundations, and other stakeholders for a nonprofit. Email marketing is a key tool for donor engagement, and this course can help a development officer better utilize email to generate donations and maintain strong donor relationships. This course gives a comprehensive overview of email marketing for nonprofits, including list building, creating effective emails, and evaluating performance. This course has specific application to a development officer's work.

See salaries and explore the career path for Development Officer

Digital Marketing Manager

A Digital Marketing Manager develops and oversees digital marketing campaigns for an organization. This role requires a broad understanding of different digital channels and their effectiveness, and this course on email marketing provides valuable insight into one of the best of those channels. The course provides a detailed look into how to choose a platform, build a list, create effective emails, and analyze results. This course helps build a foundation for a digital marketing manager's comprehension of email's role, and how to make use of it to grow an organization. Using email to drive donations, campaign actions, and registrations is very relevant to a digital marketing manager's work.

See salaries and explore the career path for Digital Marketing Manager

Campaign Manager

A Campaign Manager oversees marketing campaigns, and this course will give you a foundation in using email for campaigns, with specific attention paid to nonprofit organizations. The course will teach you how to develop and implement email strategy, in addition to best practices in subject lines, layouts, and subscriber behavior. The skills learned in this course are immediately applicable to a campaign manager role. If you are a campaign manager looking to expand your digital marketing skills, and learn how to best make us of email, this course should be helpful.

See salaries and explore the career path for Campaign Manager

Nonprofit Program Coordinator

A Nonprofit Program Coordinator oversees and manages specific programs or projects within a nonprofit organization. They may be involved in various aspects of program delivery and outreach, and email is an effective way to communicate with participants and stakeholders. This course provides insight into creating and managing successful email marketing campaigns. This course gives a program coordinator the information needed to make efficient use of email, including growing subscriber lists and creating email journeys. The course's emphasis on effective communication, engagement, and data analysis aligns with a program coordinator's responsibilities.

See salaries and explore the career path for Nonprofit Program Coordinator

Membership Coordinator

A Membership Coordinator manages an organization's membership program, and email marketing is a key tool for communicating with members. This course provides a foundation in email marketing fundamentals that can help a membership coordinator engage their audience. The course teaches how to grow an email list, create welcome journeys, and use segmentation, all of which help a membership coordinator reach their members. If you are a membership coordinator seeking to refine your email strategies, this course is a good one to take.

See salaries and explore the career path for Membership Coordinator

Public Relations Specialist

A Public Relations Specialist manages an organization's public image and communications. This role utilizes a range of channels to convey the organization's message, and email is a useful tool for reaching specific audiences. This course will help the public relations specialist learn how to use email effectively to connect with stakeholders. The course teaches how to craft engaging emails, write strong subject lines, and manage subscriptions. This course may be useful for a public relations specialist to learn how to leverage email to enhance their external communications.

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Nonprofit Consultant

A Nonprofit Consultant provides expert advice and guidance to nonprofit organizations. This course provides valuable insight into the world of email marketing for nonprofits. A consultant who has a thorough understanding of this topic will be able to offer a wider range of solutions to their clients. This course will cover email strategy, platform selection, best practices for content, and the process of growing a subscriber base, all of which will assist a consultant in their work. This course will broaden a consultant's expertise.

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Social Media Manager

A Social Media Manager oversees an organization’s social media presence, and this course may be useful to their work. While this course focuses on email, it provides the social media manager useful strategies for building and engaging with an audience. List segmentation, creating email journeys, and best practices for writing effective content, all of which are taught in this course, are transferrable skills that enhance a social media manager’s work. A social media manager who is hoping to expand their digital marketing skills would find this course useful.

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Content Creator

A Content Creator develops content for a variety of media. While this course is focused on email, the principles of creating engaging written content are widely applicable. This course is useful for honing one's writing skills, and applying them in the context of effective email marketing. The best practices taught in this course can be adapted to many channels and are applicable to a content creator's work. A content creator who is looking to broaden their skills would benefit from this course.

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Event Planner

An Event Planner coordinates and manages events for organizations, and email marketing can be a powerful tool for driving registrations and promoting events. This course provides training on how to use email to engage and convert potential event participants. This course provides insight into best practices for subject lines, email layout, and subscriber segmentation. An event planner who wishes to improve their event attendance through email marketing may find this course useful.

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Volunteer Coordinator

A Volunteer Coordinator is responsible for recruiting, training, and managing volunteers for an organization. Email is a tool that helps them communicate with volunteers. This course provides a guide to effective email marketing, from list building to crafting engaging messages, which may be helpful to a volunteer coordinator. The course also covers data protection and privacy, which is essential when managing a list of volunteers. A volunteer coordinator looking to improve their communication and engagement with volunteers may benefit from this course.

See salaries and explore the career path for Volunteer Coordinator

Email Marketing for Charities & Non-Profits

What's inside

Learning objectives

Syllabus

Good to know

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Activities

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