The Nonprofit Marketing Blog

How to Integrate Your Email Program with Your Website

You have a website.

You’re sending out email newsletters.

But how well are these two tools working together?

If you haven’t thought about how to integrate your website and email marketing, your nonprofit could be missing out on valuable opportunities to grow your audience, increase donations, and ultimately further your cause.

Ready to see what you’ve been missing?

The first thing you need to do is add an email sign-up form to your website.

Think about all the people who search for your nonprofit and come across your website. Maybe they’ve heard about your organization from a friend, or maybe they’re looking for volunteer opportunities in their area.

A great website will open the door for further connection by providing additional ways to stay in touch.

Give your website visitors the opportunity to hear about upcoming events, fundraisers, or announcements by adding an email sign-up form to your website.

That way, even if they’re not ready to commit and sign-up to volunteer or donate right away, they still have the chance to hear more from your organization.

Tip: Make your mailing list inviting by telling new subscribers what they’ll receive even before they sign up. By setting clear expectations about what you’ll send and how often, you’ll ensure that everyone knows what they’re signing up for and they can look forward to receiving your messages.

Here’s how Canadian nonprofit The Local Good promotes their mailing list right on their homepage (right»).

In addition to your homepage, make sure your sign-up form is visible on each page of your website. You don’t want new visitors to have to hunt it down themselves.

Next, encourage your subscribers to go back to your website.

Think of your email and website as a two-way street. You want to encourage website visitors to sign up for your emails, but you also want your subscribers to go beyond their inbox and spend some time back on your site.

Getting traffic back to your site is dependent on your email content and design. If your nonprofit uses newsletters to share recent blog posts, this is an easy way to link back to your site and increase readership. Include a few lines to attract the readers’ attention, then encourage them to continue reading on your website.

Hints and Tips Newsletter

Here’s an example from Constant Contact’s Hints and Tips newsletter («left).

Here, we provided the blog post headline along with an image and a few lines of text. To read the whole post they would have to go our website, where they have access to even more posts on related topics.

In addition to promoting content from your website, don’t forget to include your website URL in the footer of your email. If you’re using an email template, you can use this same footer in each email you send out to give people the option to visit your website or social media channels after reading your latest email.

Remember that integrating your email marketing and website will work best if each of these tools is already working well on their own.

  • Could your emails be more effective? Here are 5 questions you should ask yourself before hitting send on your next email.
  • Is your website set up to persuade visitors to donate? Make sure you’re using these 5 proven ways to increase online donations.

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About This Blog

Lisa Bonanno
Vice President of Digital Marketing

We’re here to help you win hearts and minds—and donations.

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Want to raise more money and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

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