Day 11: The secret formula to writing binge-able nonprofit emails

There is an elephant in the email and audience building room. 

 

➡️ You need send a email newsletter that people actually want to read. 

 

In my book, that means it entertains, educated, and informs. 

 

If your current emails are full of announcements and asks—it doesn't surprise me that your email list is stale. 

 

Lucky for us, the marketing queen herself, Racheli Edelkopf of The Pedal, is here to teach is about how to bingeable emails. 

 

Here are the steps ⬇️:

🛠️ How to write bingeable nonprofit emails
 

Here’s the most important thing no one ever talks about when it comes to nonprofit emails.

 

No one has to read your email.

 

It’s not coming from their child’s school or dentist, it’s not from their boss, it’s not their credit card statement, and it’s definitely not their long-awaited vacation itinerary.

 

That means you need a compelling reason for them to open your email and a compelling reason for them to read through.

That’s where this formula comes in.

 

Our goal for email can’t just be to make an announcement or an ask.

 

We need to open a curiosity loop, inspire, entertain, and connect and of course, share the purpose of your communication.

Here’s my favorite secret formula to do all that heavy lifting with one piece of communication

 

Step 1: THE ONE JOB SUBJECT LINE

 

Your email starts with your subject line. It doesn't matter how well-crafted your message is if it never gets open, right?

 

So your subject line has just one job. To get your email open.

 

“November newsletter update”—will that do the job? Maybe for the seven people who are looking out for your newsletter. 

 

So, instead of keeping the status quo, use your subject line to open up a curiosity loop that connects to the contents of your email.

 

Here are a couple of examples:

  • I’ve never told this story before

  • THIS made me furious

  • The good news in here is shocking

  • I need to know what you think about this

There are a lot of ways to brainstorm your own, but the easiest is to look out for subject lines or first lines of videos or captions on social media that get you clicking, watching, reading, or opening. Create a swipe file and use them as inspiration.

 

Step 2: START HIGH

 

Most emails should have a story. It doesn’t have to be long or even about your cause. Stories are gold because they build your relationship with the reader and their interest in your email. The trick here is to start at the highest point in the story, aka the climax.

 

Example 1: She said it so quietly I could barely make out the words. “I can’t sleep on the street.”

 

Example 2:  I’m in the middle of the highway, my car is broken down, and all I see are cars whizzing by me.

 

Once you’ve started high and roped your reader into the narrative, you can back up and share some of the details that led to that moment.

 

Step 3: USE A BRIDGE

 

If you shared a personal story like the one of your car breaking down, you’ll now want to connect it to your cause.

 

Example: That feeling I had on the highway that day is how most of our teen participants feel every single day. They’re stuck and stranded, and no one cares. Everyone is moving at a dizzying speed and just doesn’t see them.

 

If you zoom into the story of one person you helped, you’ll want to use the bridge to zoom out in your bridge.

 

For example, Sara is one of over 100 kids walking through our doors every week.

 

Step 4: MAKE YOUR POINT

 

Here’s the point in your email where you’ll share your thank you, ask, or program update that connects with your story above. Here’s also where you’ll remind your reader of your shared values.

 

Step 5: CALL TO VALUE

 

The last step? Tell your audience what you want them to do. If it’s not an email with an official ask, think about how else you can extend the conversation. 

 

For example, link a recent social media post they might like or an article related to your niche.

 

Most nonprofits write stuffy emails that don’t stand out in the inbox which means yours will be like a nice breath of fresh air and good news! Your audience isn’t waiting around to read your email right now, but you can use this formula to make your emails ones that people look forward to opening.

💡 Why it works

 

Because you need a compelling reason for your subscribers to open your email and a compelling reason for them to read through.

 

In a world where people receive on average 121 emails at work per day—yours needs to stand out. 

📊 Results

 

Racheli has a client that started getting replies to their emails with follow up questions and interest and people will now reference their emails to them when they see them in person. 

 

Her all-time favorite was when a client received a call from a foundation asking about funding a program that mentioned in their email. 😍

🧰 Tools Needed

  • Your email service provider

  • A creative brainstorming session to think up compelling content

🗣️ Last thought

 

It doesn't matter how many new subscribers you bring to your email list if your emails aren't worth reading. 😬

 

Use Racheli's formula above to write high-quality emails that people think, “Ohhhh I can't wait to read that!”. 

 

Want more bite-sized bingable marketing tips? Racheli is an expert! …and you should 100% follow her over on Instagram. 

Jessica CampbellComment