A few weeks ago, I had the most joyful Friday afternoon with Brit Holmes as we dove into the world of email, automation, and its impact on nonprofits! Having worked with over 30 nonprofits, Brit Holmes has seen all the barriers that non-profits face to building holistic communications strategies. We compared welcome emails to dating, the impacts of Google’s new Gmail policy, and shared how we stay sane in this wild world.
Here’s a breakdown of our conversation. Paid subscribers can scroll for the full 📝 article, 🎧 audio, or 🎥 video recording of our interview.
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Email’s Role in Holistic Communications
Brit and I kicked off our conversation by highlighting the often-overlooked channel, email in the larger ecosystem of communications. While social media often takes the spotlight, Brit emphasized that email is your “champion” channel in your strategy.
“They feel like social media is where the supporters are, that’s where board members can camp out. But oftentimes they forget about email or they view it as an entirely separate beast, which as we know from a holistic communications perspective, is such a mistake” – Brit Holmes
Email provides organizations with more control over their messaging and a direct line of communication to an engaged audience that has willingly subscribed to receive updates. Email also allows for greater personalization to tailor messages in email campaigns that can lead to stronger connections and higher engagement.
Brit emphasized the need to think about the strategy behind email and not discount it as overly “simplistic.”
The idea of adding extra work in email sounds daunting. “Non-profit communicators, they’re at capacity and not even that, they’re overcapacity. They’re on the way to burnout.” Luckily, personalization can be much more approachable than it seems. Editing a few lines of text or adjusting graphics to be more personalized can help boost performance.
Automation can also be a game-changer for nonprofit organizations. Brit works with nonprofits to show how to set up personalized and timely messages based on user actions and preferences. By leveraging automation, organizations can deliver targeted content to the right audience at the right time in less time.
Establish an Experience to Build Connection
One key aspect of successful nonprofit communications is setting clear goals and considering the user experience. Brit stressed the importance of defining the end goal for each email campaign and structuring it in a way that provides value to the recipients. It’s not just about asking for donations; it’s about creating an ecosystem of invested individuals who feel connected to the organization’s mission.
To make emails stand out, storytelling and connection are essential. Brit highlighted the opportunity for creativity in email campaigns, such as using embedded gifs and images or experimenting with different text blocks. By crafting compelling stories and messages, nonprofits can capture the attention and empathy of their audience, fostering a deeper connection and engagement.
Repetition is a powerful tool in nonprofit communications. Brit emphasized the significance of repeating key messages across various email campaigns. By reinforcing important information and calls to action, nonprofits can ensure their message resonates with their audience and increases the likelihood of desired responses.
Welcome Emails Are Like First Dates
The first impression matters, and welcome emails play a crucial role in setting the tone for the relationship between the nonprofit and its supporters. Brit emphasized the importance of crafting compelling welcome emails that make new subscribers feel valued and excited about being part of the organization’s community.
Advice for Communicators in Staying Sane in a Wild World
In a fast-paced and ever-changing digital landscape, Brit provided some valuable advice for nonprofit communicators. They stressed the significance of being thoughtful and strategic in communication efforts, understanding the end user’s experience, and constantly evaluating and adjusting strategies based on results. Taking the time to set clear goals, experiment with creative content, and prioritize user experience can help communicators navigate the challenges and stay sane in a wild world.
“Non-profit communicators, they’re at capacity and not even that, they’re overcapacity. They’re on the way to burnout.” – Brit Holmes
In conclusion, email remains a powerful tool in holistic communications strategies for nonprofit organizations. By setting clear goals, focusing on user experience, and leveraging storytelling, connection, and automation, nonprofits can create impactful email campaigns that engage and inspire their audience. So, let’s not forget the power of email in our digital toolkit and continue to harness its potential for meaningful communication.
About the Interviewee:
Brit Holmes is a communication strategist, digital expert, and founder of Did Juno, a communications agency named after their late pup, Juno. They partner with nonprofits to advance their communication efforts while avoiding burnout. With a focus on rest, restoration, and working smarter, not harder, Brit helps organizations build strong connections with their audience through strategic and creative communications.