Email provides a direct connection to supporters, focusing on moving interested audiences to engaged and engaged audiences to committed. This is why email marketing strategy can have an ROI of 122% — 4x higher than that of social media, direct mail, and paid search.
According to M+R Benchmarks, email revenue increased by 24% in 2017 and accounted for 28% of all online giving. However, just about every other email metric declined: Open rates for fundraising and advocacy emails dropped by 1%, fundraising email click-through rates (CTRs) dropped by 6%.
So how do we stay ahead of the curve? Read on for our resources on nonprofit email strategy, and check out our full guide to nonprofit email marketing.