A few days ago the hashtag #I’mnotkiddingMaddi was trending on Facebook and Twitter. According to an article from the Telegraph, a woman named Maddi shared an email she received from Hillary Clinton after the New Hampshire vote. Since then, meme after meme has been created mocking the email and the presidential candidate.
In the email, Clinton (or rather her marketing team) said, "After tonight's results roll in, keep this in mind: most of the country casts their primary ballots by the middle of March.We absolutely, critically need to make sure Hillary comes out on top in the states that lie ahead.I'm not kidding, Maddi, I'm asking you to give $1 right this second.”
The email itself isn’t anything spectacular. It’s just your run of the mill marketing email, but there are some things the Clinton campaign could have done differently. When it comes to inbound marketing you want to be trending, but not in this way. Personally, I think it’s better to learn from other people’s mistakes than to make those mistakes yourself.
#1 Your Why Matters
This email explains why it’s important for Maddie to give her dollar: to make sure Hilary comes out on top. Why is it important to make sure Hilary comes out on top? Those that support her aren’t supporting her per se. They support the values she stands for. This email completely disregards those values, and seems more to say, “Give Hilary a job!” It’s your cause and your values that will compel your donors to give to your nonprofit. They will give out of the goodness of their hearts because they believe in your cause. Let your non profit email campaign focus on the good you are doing, and others will help you.
#2 Always be Delightful
Many of the memes have pointed out that “I’m not kidding” almost seems like a demand for money rather than a request for a donation. Others have noted the irony that it urges the seriousness of the campaign but then only asks for a dollar. In short, the email seems desperate and a little rude. You don’t want your organization to be the friend who only calls when they need money. Think of your non profit email marketing campaign as your gift to your subscribers. Not only should your content be relevant, but your subscribers should be able to use and/or enjoy the information in your email even if they don’t give to your campaign.
#2 Understand Your Audience.
People can tell the difference between a cold mass marketing email and a personalized email. To be clear, personalization does not mean using a contact's first name in the the greeting! In fact, some of your donors may prefer a more formal and business like relationship with you. It’s up to you to find out what your subscribers want. This is where segmentation comes into play. Instead of a general campaign email, remind your donors their dollars help with specific needs.
It’s important to remember that this is a learning process. Every email you send in your non profit email campaign is not going to be spectacular, but that’s okay. You do want to make sure all your non profit emails adhere to some specific guidelines, however, so you don’t alienate your audience as you learn. Finally, don’t be afraid to change things up. Track your results, find out what worked and what didn't, and keep experimenting.
For more tips about creating a great non profit email campaign, read our blog or give us a call at 662-869-8665.