Nonprofit Email Essentials: Setting Up Professional, Marketing, and

Setting Up Professional Email for Your Organization

For nonprofits that have been relying on free options like Gmail or using their personal emails, making the move to professional domain emails (e.g., info@yourorganization.org) can feel like a big step. However, it’s an important one that enhances credibility, improves organization, and strengthens security while streamlining communication.

Before you set up new email, it’s helpful to know what your options are and what each type of email is for. Understanding these distinctions is crucial, as choosing the wrong type can lead to issues like compliance violations, poor deliverability, or missed communications. By selecting the right email type for your needs, you can ensure a smoother and more effective communication strategy for your nonprofit.

Here’s a simple guide to help you get started.

Which types of emails fit your nonprofit's needs?

First, let's talk about the types emails that you are sending and receiving, including one-on-one communication, group announcements and newsletters, and automated messaging.

There are three main types of email to consider:

Individual Emails: These are person-to-person communications, such as a staff member responding to inquiries, or emailing a volunteer to say thanks. They are best handled through dedicated inboxes like info@nonprofitname.org.
Marketing Emails: These include bulk emails sent to groups, like newsletters or event announcements. Platforms like Mailchimp or MailerLite are designed for this purpose, offering tools for compliance, tracking, and design.
Transactional Emails: These are automated emails triggered by a user’s action, such as a donation receipt or event registration confirmation. They are best managed by services like Postmark, Mailgun, or SendGrid to ensure deliverability and reliability.

Now, let's dig in to more details on each type so you can choose the right setup for your needs.

I. Individual Emails: How do you set up a professional domain based email address?

The day to day emails that individuals at your organization send and receive are probably the type that you are most familiar with. These regular emails like “merida@nonprofitname.org” form the foundation of your nonprofit's communication. They include one-on-one messages between staff, volunteers, and stakeholders that ensure day-to-day operations run smoothly.

Many new nonprofits start with a simple gmail like nonprofitname@gmail.com. As you grow, setting up professional email addresses tied to your domain (e.g., merida@nonprofitname.org or hello@nonprofitname.org) not only improves credibility but also helps streamline and organize communication effectively.

There are different ways to set up personalized business email at your domain name. Most orgs have a combination of these, depending on their size and workflow.

Dedicated Inboxes: For person-to-person communication

What They’re For: Dedicated email accounts can be set up for individual users, like aaliya@nonprofitname.org, or for specific roles or tasks like applications@nonprofitname.org.
How They Work: Each inbox has its own login and password. You can check these emails by logging in through a webmail service, or you can integrate them into an existing email client, like Outlook or Gmail, using protocols such as IMAP, POP3, or SMTP.
Continuity over time: Consider whether new role-holders should have access to previous emails associated with the inbox or if they should start fresh with a new setup.
Using with other tools: Dedicated email addresses can be verified/connected to tools like Mailchimp or accounting software that you may wish to send emails from.
How Pricing Works: Inboxes are typically paid per user or mailbox, with costs varying by provider.

Forwarding Emails: For redirecting to another inbox

What They’re For: Forwards redirect emails from a domain address to a personal email account. For example, contact@nonprofitname.org could be set up to forward to alberto@gmail.com or alberto@nonprofitname.org.
How They Work: Forwards are not standalone inboxes. They simply redirect incoming messages to another email address. Replies will be sent from the recipient's email.
How Pricing Works: Forwards are often free with your domain registrar, but some providers may charge for advanced features or large volumes.

Email Aliases: For multiple emails to the same place

What They’re For: Aliases allow multiple email addresses, such as info@nonprofitname.org and contact@nonprofitname.org, to direct all incoming emails to a single inbox. So if Archie is the Treasurer, they might have one account, but three interchangeable emails like archie@nonprofitname.org, treasurer@nonprofitname.org, and billing@nonprofitname.org
How Pricing Works: Aliases are usually free when you pay for dedicated email accounts.

Email Groups: For a single email to multiple people

What They’re For: Groups are used to deliver emails sent to a single address, such as board@nonprofitname.org, to multiple recipients, making it easy to communicate with a team.
How Pricing Works: Groups are free with services like Google Workspace, but may not be available with some basic email plans.

Recommendations for Setting up Professional Email for your organization

Google Workspace for Nonprofits (Our Recommendation)

Google Workspace is ideal for nonprofits that need a reliable, scalable email solution with collaboration tools. They have a robust nonprofit platform that is free for qualified 501(c)3 organizations. You have to go through some steps to apply, but it's definitely worth it in the long run.

Costs – Free for verified nonprofits, with unlimited users. Free aliases and groups. Forwarding can be handled by creating a group of one. If you're not eligible for the noprofit rate, it's still a good deal at $6/month per user for the basic plan or $12/mo. per user for the business plan. Many small organizations can get away with just 1 primary user, and using alias and groups for the rest.
Features:
- 30GB storage per user on the basic plan, and 2TB per user on the business plan.
- The full suite of Google Business Tools like docs, sheets, calendar, and a ton of others
- Advanced security and administration controls to protect sensitive data.

Namecheap Business Email

If you don't want anything but basic email, and would like a fast and easy option, your domain registrar most likely has email add-on available. Our preferred provider for this is Namecheap. The have a very affordable professional email offering that is fine for starters.

Cost: $6/mo. for 5 inboxes, each with 15GB storage. Free aliases and forwards (e.g., info@ to one inbox). Groups not supported.

Note that some web hosts and domain registrars also offer Google Workspace or Microsoft 365. I suggest NOT signing up for these services from your host, but rather doing it directly through Google or Microsoft. Doing so gives you flexibility change web hosts as needs grow without disrupting your email as part of the process.

II. Marketing Emails: What's the best way to send bulk messages and newsletters?

Marketing emails, such as newsletters and event invitations, are essential tools for keeping your audience informed and engaged. These bulk emails differ from regular communications because they’re sent to a large group and often require compliance with email marketing laws (like CAN-SPAM or GDPR). Using a dedicated platform ensures deliverability, tracking, and legal compliance.

Avoid these mistakes when sending bulk emails

While there are many effective tools for managing emails, it’s equally important to know what practices to avoid. One common mistake nonprofits make is sending bulk emails from personal email accounts or regular email platforms. Here’s why this approach can cause serious issues:

Bulk emails sent from a personal account are often flagged as spam, significantly reducing the likelihood of reaching the recipients inbox.
Sending repeated bulk emails can damage your domain’s reputation, potentially leading to blacklisting by email providers.
Bulk emails must comply with regulations like CAN-SPAM, which require opt-out links and subscriber management. Sending from your own email address doesn't handle these options, increasing the risk of non-compliance.
Personal email accounts don’t provide insights such as open rates or click-through data, so you can't measure the success of your communications
Maintaining and updating a subscriber list manually is practically impossible and error-prone, especially when handling unsubscribes or bounces.

Using a dedicated email marketing tool like the suggestions below will ensure compliance, improves deliverability, and provide tools to manage your email lists effectively. I strongly recommend sticking with a professional platform designed for these tasks.

Which Email Marketing Tool Is Best for Your Nonprofit?

It can be difficult to compare the costs email marketing tools like Mailchimp, MailerLite, Constant Contact and others because they all have unique pricing tiers and features at different levels. So for the sake of fairness, let's use a specific example: a small nonprofit with 1,200 subscribers, who send out a monthly newsletter, and a few extra emails about event reminders or donation asks. They would like to add a subscribe box on their website, group their subscribers by segment (e.g. donors, volunteers, members), and schedule messages in advance, but don't have any further advanced needs.

Here’s how some of the most popular email marketing tools compare:

Mailchimp

Mailchimp is a popular choice for nonprofits due to its ease of use and wide range of features. Unfortunately, it’s no longer free for many nonprofits, and had become unaffordable for some. But it remains a strong option if your budget allows.

Pros:
- User-friendly interface with a wide variety of templates.
- Advanced analytics for tracking open rates, clicks, and audience engagement.
- Comprehensive automation features, such as follow-up emails and workflows.
Cons:
- Higher cost compared to competitors.
- Free plan limited to 1,000 emails per month.
Pricing for 1,200 subscribers:
- $45/month for 1,500 contacts, with an email limit of sending 12x/mo.
- 15% nonprofit discount available.

MailerLite (Our Recommendation)

MailerLite is a cost-effective alternative to Mailchimp with a user-friendly interface that’s ideal for nonprofits. It offers simple and intuitive email design tools, robust tracking, and standard automations at a fraction of the cost.

Pros:
- Affordable with nearly identical features to Mailchimp.
- Intuitive drag-and-drop editor for easy email creation.
- Robust tracking and analytics.
Cons:
- Fewer advanced integrations compared to Mailchimp.
Pricing for 1,200 subscribers:
- Free Plan: Free for up to 1,000 subscribers, with an email limit of 12,000/mo.
- Growing Plan: \$22.50/month for up to 2,500 subscribers, unlimited emails per month.
- 30% nonprofit discount.

Constant Contact

Constant Contact is one of the original players in this field, and is still a solid option for email marketing, but is much pricier than platforms like MailerLite. It offers robust features and tools specifically helpful for event-driven organizations, but their Lite plan is extremely limited.

Pros:
- Reliable support and extensive integrations.
- Great for nonprofits with events, as it includes tools for RSVP tracking.
Cons:
- Much more expensive than MailerLite or Mailchimp for comparable features.
- Lite plan does not include email scheduling, email archiving, or inbox preview, segmentation
Pricing for 1,200 subscribers:
- Lite Plan: $50/mo. for up to 2,500 subscribers, limited to at 10x emails/mo. Very limited in features
- Standard Plan: $75/mo. for 2,500 subscribers, limited to 12x emails/mo.
- 20-30% discount for nonprofits who prepay for 6- or 12-months.

ConvertKit (Kit.com)

ConvertKit is designed for content creators and focuses on simple email sequences. It lacks some advanced features like detailed analytics and drag-and-drop design tools, but they offer a generous free plan.

Pros:
- Free plan for up to 10,000 subscribers.
- Focuses on engagement with simple email sequences.
Cons:
- Basic analytics and fewer design options compared to Mailchimp or MailerLite.
- Limited features on the free plan.
Pricing:
- Free for up to 10,000 subscribers (without automations).

Other Email Marketing Tools to Explore

If you’d like to explore additional email marketing platforms, here are some options to consider:

ActiveCampaign: Offers advanced automation and CRM features, great for nonprofits with complex needs.
AWeber: A long-standing platform with user-friendly tools and solid support.
Campaign Monitor: Known for its design flexibility and robust analytics.
Brevo (formerly Sendinblue): Affordable with a free plan and additional transactional email capabilities.
Flodesk: Focused on design aesthetics, ideal for visually-driven campaigns.

If you'd like to compare the individual features of these platforms, take a look at the helpful chart on MailerLite's website: (add link) MailerLite Comparison Chart.

Can Your CRM Handle Newsletters?

If you’re using a CRM or donor management tool, it’s worth checking whether they offer bulk emailing options. Many platforms, like Givebutter, allow you to email and segment your mailing lists—sometimes at no additional cost.

CRM tools like Givebutter, Givelively, Salesforce, and Little Green Light are intended for donor outreach and development, but some may be used for sending newsletters as well. For example, a nonprofit could use Givebutter’s free email tools to send a monthly donor appreciation email alongside their event updates. When doing your research, look for descriptors like ‘marketing tools,' offering segmentation, subscriber preferences, and signup forms. Ensure the platform allows people to opt in or out of newsletters without disrupting critical communications like donation receipts or event invitations.

Recommendations for Email Marketing Tools / Bulk Emails for Nonprofits

When it comes to choosing email tools for your nonprofit, here are my top recommendations based on your needs:

Best Overall for Value vs Features: MailerLite is our top pick for nonprofits getting started with sending newsletters or looking for an alterative to Mailchimp.
Best CRM with Email Marketing: If you're looking for a donor management platform with email marketing options built it, Givebutter is a great option to explore. It's great for smaller organizations who want to get started or simplify the process of sending newsletters to their supporters.
Best for Advanced Marketing Automation: We didn't discuss automations above, because most smaller nonprofits don't need that level of complexity for a simple email newsletters. However it's worth mentioning that if you need complex workflows, integrations like WooCommerce, or advanced workflows and segmentation, ActiveCampaign is a great choice. It does have a steep learning curve, but is incredibly powerful for complex needs.

III. Transactional Emails: Understanding the importance of system triggered messages

There is a third type of email we haven’t yet discussed: transactional emails. Unlike marketing or regular emails, you don’t manually send transactional emails—they’re typically generated by your website, e-commerce platform, or donor management system. These are emails that are automatically triggered by an action, such as password resets, payment confirmations, or account activations.

Do You Need a Separate Tool for Managing Transactional Emails?

If you don’t have a third-party transactional email tool in place, your transactional emails are likely being managing through the servers at your email provider or web host. This setup may be sufficient for low volumes of fewer than 100 emails/mo. Adding a dedicated transactional email service can be helpful if:

You send a high volume of automated emails.
You’re experiencing issues with automated emails not reaching recipients.
Your emails contain critical information, like donation receipts or order confirmations

As volume increases, a transactional email service like Postmark, Mailgun, or SendGrid will help improve deliverability and reliability so ensure important messages get through. To check the deliverability of your emails, you can use a tool like Mail-Tester.com.

If you're unsure how many transactional emails your system sends, check with your website support team or IT provider. They can help identify how your emails are currently being managed and advise whether a third-party tool is necessary.

For our small to medium nonprofit clients who are experiencing transactional email deliverability issues, we usually recommend:

Postmark: Well known for it's straightforward setup and user-friendly data monitoring, Postmark excels and managing low-to-moderate volumes, like 200-3,000 emails per month, but may be less cost-effective at higher scales. They are known for fast and reliable delivery, especially for transactional emails like password resets and receipts.

If your organization consistently sends thousands of emails, platforms like Mailgun or SendGrid offer better pricing structures for high-volume usage, including and a mix of transactional and marketing emails.

Mailgun: A developer-friendly platform with powerful APIs for managing both transactional and marketing emails. Ideal for organizations with more complex needs.
SendGrid: Offers robust scalability and detailed tracking, making it a great option for nonprofits handling larger email volumes or needing additional insights.

The costs of a transactional email tool ranges from free to tiered monthly pricing based on your email volume.

What's Next?

Choosing the right email tool depends on your nonprofit’s unique needs, budget, and the scale of your communications. Start by identifying the type of emails you send most often—whether individual, marketing, or transactional—and match that with a tool that supports your goals.

Professional emails are a small investment that can make a big difference in credibility, engagement, and efficiency.

Wishing you all the best as you set up or refine your nonprofit's email systems!

As always, if you need help or advice about improving your nonprofit's website and digital tools, don't hesitate to contact us. We'd love to hear from you!