Jessica Lorenz says, “We generally think of only companies or campaigns having value propositions. For nonprofit companies, communicating the value proposition effectively is necessary for survival.

There is a value prop behind every action, including each email sent — why should people read your entire email or click through to a landing page? In the case of nonprofits, it seems this challenge is stronger, with no promise of a product at the end of the cycle.

This value proposition of action for email marketing answers the question behind why customers should take a specific action when they get your email — click.

Once people land on your page, that’s when you give them the reason to take action.

At Web Optimization Summit 2014, Tim Kachuriack, Chief Innovation and Optimization Officer, NextAfter, shared his experiences of working with nonprofits on email and landing page designs“.

Email Marketing for Nonprofits: Communicating value proposition

MarketingSherpa

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