You have entered the Twilight Zone.
But don’t be alarmed. I only want to break the fourth wall for a moment to talk about email marketing for your small-shop NPO. 👀
See, if you’re someone who opens my email on a semi-regular basis, I know that I’ve built a level of trust with you that allows me an uninterrupted moment of your time. And that’s a hot commodity in our media-saturated culture.
I pop into your inbox once a week to send you cute dog pictures and high-value content to help you beef up your fundraising muscles. And in return, you give me free advertising space to tell you all about my podcast, my programs, and my upcoming events.
It’s a win-win situation.
But while most people think of email marketing being a great option in the for-profit space, surprisingly, it’s even more valuable in the nonprofit space.
It’s just that the gains are sometimes harder to quantify.
Because trust is currency too.
Your email to your list is a jumping-off point into volunteer opportunities, connections, donations, and other forms of support that are vital to your small-shop NPO.
And yet, time after time, executive directors tell me that they have an email list, but they aren’t utilizing it—other than hitting up their subscribers with a cold ask once in a blue moon. That’s not the way to your subscribers’ hearts or their pocketbooks, my friend.
So, if you’re getting serious about your marketing strategy, you have to start somewhere, and I think email is where it’s at.
Here are three ways your email list can work for you:
#1. It gives you a better idea of who is a potential donor. If they unsubscribe, they would never donate.
#2. It gives you a direct line for solicitation (if you wield it correctly). Warm them up with high-value content. Hint: Stories sell, and results convince. Don’t bore them with the stuff only YOU are excited about.
#3. You establish familiarity as often as you send correspondence. Every time they see your name or your NPO’s name pop up, it’s a new opportunity to pique their curiosity.
So, get in there and start making magic in someone’s inbox!
🎤🎤🎤
But wait, there’s so much more you can do to get your marketing strategy off the ground right now, even if you’re a small shop on a shoestring budget.
Recently, I talked to Krystal Covington, marketing pro turned nonprofit consultant. Krystal is a Marketing Consultant with GO Lead, LLC and the Community Outreach Coordinator at a Denver-based nonprofit called Hands of the Carpenter.
In this episode, Krystal shares bite-sized tips to level up your marketing—even with limited time and budget. 💡
Her main takeaway: start small and stay consistent. Little steps like sending a social media post or pitching local media add up over time to stronger community, trust, and visibility. She advises getting your core team aligned on one clear mission statement first, then facilitating collaboration across marketing and development efforts.
And keep growing that email list! It helps sustain precious relationships with supporters.
“I’m passionate about helping anything and anyone with a cause and with a purpose that matters. They need to have … really great marketing and really great marketers that support the things that matter in the world.” – Krystal Covington
