The Nonprofit Marketing Blog

Let’s Get Together! 5 Steps to Combine Your Nonprofit’s Social Media and Email Marketing

If you’re already using email marketing and social media to promote your nonprofit, it’s important to unite your online communities—giving supporters the opportunity to stay connected with all the stuff you’re doing online and giving you the opportunity to better engage your target audience. Start by having your digital tools work together, here’s how:

 

1. Make it easy to connect on your website

The first step to combining your social media and email marketing is making it easy for supporters to sign up for your mailing list or find your social networks directly from your website. Put buttons on your homepage for both so that when visitors find you, they can decide how they want to be engaged. Hopefully they’ll choose both!

Tip: Need more help perfecting you nonprofit website? Check out this free eguide!

 

2. Bring your audiences together

Even if you’ve already connected your website to your social media pages or email sign-up form, it’s likely you still have some people who are seeing your content only via social media or are only receiving your newsletter.

It’s crucial that you’re able to bridge that gap and bring those audiences together. One way is to include links to share content in your newsletters. Much like with your website, this will help turn readers into fans.

On the flip side, you’ll also want to make it easy for fans to sign up for your announcements. Do you have a way to sign up for your newsletter on your Facebook page and in your Twitter bio? When someone sees all the interesting content you’re sharing through social media, don’t make them search for a way to sign up.

Tip: If you’re a Constant Contact customer, you can easily add an email sign-up form to your Facebook Page.

 

3. Demonstrate your value

If you want fans and followers to sign up for your email list, you need to make sure you’re demonstrating the value of doing so.

In addition to having a clear call to action like Join my List!, you also want to include a description on the sign-up form telling people exactly what it is they should expect to receive. What type of content will you be sending them? How frequently will they get it? Is there any bonus or discount for subscribing? Tell people exactly what you plan to deliver and highlight why it’s great.

The same applies when linking your newsletter to your social networks. Don’t just ask people to Like us on Facebook, explain why!

 

4. Use consistent branding

Whether someone is visiting your website, connecting with you on Facebook, or seeing an email in their inbox, the experience they have with your content needs to be consistent. Not only in the quality of the content, but in the look and feel of your marketing materials.

One way to do that is by using the same logo on Facebook and Twitter as you use in your email newsletter. That way, when someone does click through to become a fan or to read your newsletter, they immediately recognize that they’re in the right place.

You should also pay attention to the colors you choose. The color scheme on your website is likely the scheme you’ll want to use in your email newsletter and, when possible, on Facebook. Color Cop is a free and easy-to-use tool that enables you to pull the exact colors from your website so you can implement them on other marketing content.

 

5. Get more from your newsletter content

Sharing your email newsletter content on Facebook or Twitter is a perfect opportunity to fill your social media content gaps.

It’s also a chance to make better use of the content you’re already creating and get it the exposure it deserves. Sites like Facebook and Twitter will enable you to open your newsletter up to a whole new audience—not only your current fans, but also their friends who’ll see your content when someone else engages with it.

And if the content in your newsletter isn’t time sensitive, you can wait a few days before you share it. This gives your emails a longer shelf life before you send another.

Tip: If you’re thinking about taking your newsletter from print to digital, follow this guide.

 

Email + Social = Success

Remember that whether someone is a fan on Facebook or a subscriber on your email list, they’re a member of your online community. These are people who have opted to receive updates from your organization and are eager to show their support.

By combining the power of social media and email marketing, you’ll be able to grow your community and get more from your marketing efforts in the years to come!

 

As Constant Contact’s Content Developer, Ryan Pinkham helps small businesses and nonprofits recognize their full potential through marketing and social media.

 

 

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About This Blog

Carrie Saracini
Content Marketing Manager

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

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