Even with the rise of social media and text messaging, good old-fashioned email remains one of the most effective marketing tools used in the for-profit world—and it continues to play a significant role in nonprofit fundraising, as well. Why? There are many reasons, but arguably the most compelling is cost. In general, it is estimated that it costs about 80 percent less to send a cultivated prospect an email than a printed direct mail package.
Another advantage of email is the fact that it is ubiquitous: according to recent survey data, there are currently 3.2 billion email accounts in the world and 236.8 million email users in the United States alone. 91 percent of users open their email accounts at least once a day. Most people tend to keep their email addresses for years, and it's usually possible to tell whether an email address is work-related or home-related. Together, all that means that email is the single most reliable way to communicate with donors and prospects—and a relatively inexpensive one, as well.
Check out our latest infographic for tips on creating more effective emails.