Add Social to Your Email Marketing to Boost Your Nonprofit Audiences
“Don’t cross the streams!”
That’s good advice when working with nuclear ghost-catching equipment strapped to your back, but it took breaking that rule for the Ghostbusters to defeat the Stay Puft Marshmallow Man.
Crossing your social media streams and email marketing so your audience can move easily from one to the other will help grow your nonprofit organization’s reach on both channels.
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Connect email to social and build other audiences
Building an email list builds an audience for your nonprofit organization, but building a social audience helps to support your email efforts. The more you build up your social channels, the more likely you’ll be able to drive traffic to sign up for your email list, and vice versa.
Social and email should work together to grow your organization’s reach and audiences. Adding social links to your email helps potential donors or volunteers find your social platforms, and also helps them share your email with their social network, reaching new people that may also be interested in your cause.
Give readers a backup option call to action
Adding social media buttons to your email not only brings your channels closer together, it also gives readers a third option, something other than clicking through to your site or closing the email. Even if they don’t click your call to action button to sign up as a volunteer or donate, they may decide to look at your social media channels, giving you another chance to target them later.
When designing your email, place a social media block below your call to action button. You could also add a small banner that says, ‘Spread the Word to your Friends,’ above the social links to provide context and help push them to action.
Direct readers to a specific action on social
Like deciding what to write in your nonprofit email, your social links should be specific and point readers towards a single action. Your social links should either direct readers to follow you on your social channels, or help them share your email message on their social media channels with a share button
If you’re promoting your fundraising event in an email and the reader decides not to donate or sign up to volunteer, linking your social media channels can help them stay up to date with reminders to get involved later. If your cause needs petition signatures, as another example, it may be better for readers to share your email message on their own social media channels, to build your audience and spread the word faster.
Help your email and social media marketing work together
Combing your marketing efforts on social media and email will help grow your nonprofit organization’s reach on both channels. With a bigger reach, you’ll have more firepower when promoting a fundraising event, getting signatures for local causes or zapping the Stay Puft Marshmallow Man in the streets of New York City.
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