The Ultimate Guide to Email Marketing for Social Good: Top 10 Lessons + Tools
10 Things Social Purpose Organizations Need to Know About Email Marketing
Email is alive, well, and still one of the most effective marketing tools available, particularly for social purpose organizations looking to connect with their audiences, engage their communities, and drive action. Jennie Wedd and Rebecca Scott from Venture for Canada broke down common misconceptions about email marketing and shared practical, real-world insights on how nonprofits and social enterprises can use email more effectively.
The session tackled three major themes:
How to engage your audience (they don’t care about you as much as you think—and that’s okay)
How to write better emails (cut the fluff, write like a human)
How to convert your subscribers into action-takers (using data, segmentation, and strategy)
This recap walks through the 10 biggest takeaways from the session, answers some of the most pressing audience questions, and provides additional resources to help you level up your email marketing.
Top Takeaways
1. Email isn’t dead—it’s your secret weapon
Many marketers dismiss email in favor of social media, but with 4.4 billion email users worldwide, email remains one of the highest-converting channels. It allows for one-to-one audience connections, provides deep insights into user behavior, and integrates seamlessly with other marketing efforts. Plus, it has a 4400% ROI—meaning for every dollar spent, organizations can see a return of $44.
Pro tip: Don’t underestimate the power of email in your marketing strategy.
2. Cut the fluff—write like a human
No one wants to read robotic, jargon-filled emails. Write as if you’re speaking to a friend over coffee or matcha. Keep it conversational, skip the acronyms, and avoid corporate-speak.
Pro tip: Think of email like a text message, not a press release.
3. It’s not about you, it’s about them
One of the hardest lessons in marketing: your audience doesn’t care about your organization as much as you do. They care about what’s in it for them.
Shift your emails from “Here’s what we’re doing” to “Here’s how this helps you” and tie into their emotions—whether it’s frustration, excitement, or curiosity.
Pro tip: You have 3-10 seconds to grab attention. Make it count.
4. Subject line game strong
Nearly half of recipients decide whether to open an email based solely on the subject line—so spend time crafting it.
Try Subjectline.com to test and optimize your subject lines.
Your preview text (those first few words visible in the inbox) is just as important.
Example: Instead of “Important Fellowship Update,” try “We give an FAQ about you.”
5. Segmentation is key
One-size-fits-all does not work. Use data to target the right people at the right time.
Segment ideas:
People who clicked but didn’t apply
Subscribers who received but didn’t open
Audiences grouped by pain points or awareness levels
“Champions” (your biggest supporters)
Use AI-powered tools like HubSpot’s AI List Filtering to make segmentation easier.
6. Metrics = magic
Track everything—open rates, click-through rates, conversions, and unsubscribes. Don’t panic if an email flops; learn from it.
Pro tip: If open rates are low, test new subject lines. If click-through rates are low, refine your call-to-action.
7. Keep it simple, keep it accessible
More than 50% of emails are read on mobile, so simplify your formatting:
Stick to one-column layouts (two max)
Avoid background colors (they can break in dark mode)
Use email-safe fonts (Arial, Helvetica, Calibri)
Reduce image sizes to prevent slow loading times
8. Let go of perfectionism
Email newsletters should build relationships, not just lists. Experiment with different formats, be flexible, and don’t obsess over making things perfect.
Pro tip: Done is better than perfect. Don’t delay sending just because it isn’t perfect.
9. Headers, footers, and positioning matter
Header: Who are you, and why should people care?
Be open: Share your process, listen to feedback
Footer: Reinforce your credibility and give sponsors a reason to support you
Pro tip: Make people feel like they’re part of something bigger. Build community.
10. Fail fast, learn faster
Test, tweak, fail, and try again. Email is always evolving—so should your strategy.
Your Questions, Answered
During the session, attendees had the opportunity to ask Rebecca and Jennie questions, leading to valuable insights on practical implementation. Here are a few highlights from our Q&A session.
Q: How many emails is too many?
It depends on your audience. If you see high unsubscribe rates, you may be sending too many. Monitor your engagement metrics and adjust accordingly.
Q: Should I send a single monthly email or break it into weekly ones?
If you have a lot of content, consider breaking it up into shorter, more digestible emails. Just make sure each email still provides value.
Q: How can we avoid ending up in the spam folder?
Use a double opt-in process
Segment your lists to ensure people receive relevant emails
Avoid spam triggers like “FREE” or excessive punctuation in subject lines
Q: How do I write emails that convert into donations?
Storytelling is key
Make your call-to-action clear, urgent, and compelling
Personalize your outreach—use the recipient’s name and past giving history
Q: What’s the biggest mistake nonprofits make in email marketing?
Not focusing enough on reader engagement. Too many nonprofits treat email like a broadcast tool rather than a conversation. Write in a warm, human tone, and make emails feel personal.
Q: How do I properly format a bilingual email?
Segment your list by preferred language
Avoid sending one email with both languages—it’s confusing
Write emails tailored to the needs of each language group
Recommended Resources & Tools
Podcast: Online Marketing Made Easy – Amy Porterfield
Course: Growth Marketing – GrowClass
Articles: HubSpot Email Marketing
Testing tool: Subjectline.com
What’s next?
Email isn’t dead—it’s thriving. If used effectively, it can be one of the most powerful tools in your marketing strategy. Write like a human, segment your list, track your metrics, and don’t be afraid to experiment. For more insights on email, marketing, and digital strategy, follow The Good Growth Company on LinkedIn and Instagram, or sign up for our newsletter. You can also subscribe to Venture for Canada's newsletter here.
Watch the recording from this session and all past sessions through our Training Library. Created for individuals working in social good, The Good Growth Company's individual membership level is the perfect way to catch up on all past sessions from our 10 Things series, including expert tips and recorded audience questions. Find out more or signup for instant access for only $9 here: thegoodgrowth.company/membership
