As a tech nonprofit, your organization might offer services like web design, IT consulting, or other tech-related support to fellow nonprofits at reduced rates. While this is a fantastic way to help other organizations, it can create confusion when trying to balance the nonprofit mission with offering services for a fee. Using Google Workspace for Nonprofits or Microsoft 365 for Nonprofits for these kinds of communications can lead to violations if you use commercial language or promote sales-focused content.
In this article, we'll share best practices for staying compliant with nonprofit email guidelines while still promoting your services to other NGOs.
1. Understand Nonprofit Email Guidelines
Both Google and Microsoft provide nonprofit email services, but these are primarily intended for nonprofit operations like fundraising, volunteer coordination, and advocacy. Sending out commercial offers (even to other nonprofits) can be flagged by their systems as violating nonprofit terms. Here's the key to staying compliant:
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Nonprofits should not use email services for commercial activities.
Even though you may be offering discounted or pro bono services to other nonprofits, the language and presentation of your email can still be interpreted as a commercial offer.
2. Avoid Sales and Marketing Language
The most common pitfall nonprofits fall into is using sales-driven language in their emails. Words that are synonymous with commercial marketing can trigger an automatic review by Google or Microsoft.
Words and Phrases to Avoid:
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Discount, Sale, Limited-time offer, Buy now
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Special offer, Save X%, Pricing
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Payment required, Charge, Invoice
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Exclusive offer, Top-rated, Premium
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Hurry, offer ends soon
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Client, Customer, Market, Sales
These terms scream commercial activity and make it clear you’re pushing a product or service for profit, even if you’re offering discounted services to nonprofits.
Tip:
Instead of promoting sales, focus on supporting nonprofits. Instead of saying “Save 30% on web design services”, you might say, “We are here to support fellow nonprofits with affordable web design services.”
3. Focus on Collaboration and Mission-Driven Messaging
Nonprofit emails should convey a sense of mission and support, not commercial transaction. While your tech nonprofit may be offering a service, the focus should always be on collaboration and how the service helps further the mission of the recipient nonprofit.
Words to Use:
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Support, Help, Partner, Collaborate
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Affordable, Accessible, Mission-driven
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Nonprofit-friendly, Community-driven
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Working together, Empowering nonprofits
Example:
Instead of writing:
"Get your website designed for only $500 – special offer!"
You could write:
"We’re offering fellow nonprofits a reduced-cost web design service to help you create a strong online presence and advance your mission."
4. Avoid Overusing Urgency and Scarcity Language
Commercial emails often include language that creates a sense of urgency, like “Act now!” or “Limited spots available!”. These kinds of phrases are meant to pressure recipients into making a purchase decision quickly, which is common in sales-driven marketing.
Words/Phrases to Avoid:
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Hurry, Last chance
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Limited availability, Act fast
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Ends soon, Final offer
Tip:
For nonprofit emails, it’s better to focus on the value of what you offer, without applying pressure. Instead of saying “Hurry, limited spots available!”, you can say something like:
“We’re excited to partner with more nonprofits to create impactful websites. Reach out to us to learn how we can help your organization grow online.”
5. Separate Commercial Activities from Nonprofit Communications
One of the best practices for nonprofit email communication is to separate your commercial and nonprofit activities. If you offer services like web design at a discounted rate, do not use your nonprofit email (like user@non-profit.org) to send out bulk emails for these services. This could be interpreted as misuse of your nonprofit account.
How to Separate Activities:
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Use different accounts: Create a business account under a domain like techcomp.com for any commercial emails you send.
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Nonprofit-focused communication: Use your nonprofit email only for activities that align with your mission, such as fundraising, events, or advocacy.
This ensures that your nonprofit status isn’t at risk due to violating Google’s or Microsoft’s nonprofit email guidelines.
6. Utilize Email Marketing Tools for Commercial Outreach
If you plan on sending mass emails to other nonprofits about your services (e.g., web design, tech support), it's a good idea to use third-party email marketing platforms that are built for handling commercial campaigns. These tools provide the features you need to stay compliant with regulations and make your emails look professional.
Popular Email Marketing Tools for Nonprofits:
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Mailchimp: Offers free or discounted plans for nonprofits and allows you to send commercial emails with proper consent.
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Sendinblue: Another tool with free plans for nonprofits to send newsletters or service offers.
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Constant Contact: Offers a discounted nonprofit pricing for email marketing.
These platforms help you maintain professional communication with clear opt-in processes for recipients and are tailored for bulk email campaigns.
7. Ensure Your Emails Are Helpful and Value-Driven
Nonprofit emails should always be value-driven and informative. If you're offering services, focus on how your services can help other nonprofits achieve their missions, not just on promoting your products.
How to Craft Value-Driven Messages:
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Be informative: Explain how your service will help the recipient nonprofit, e.g., “Get a website that tells your story and helps attract donors.”
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Be transparent: If you offer a discount, clarify that it's being done in support of the nonprofit community. “We offer affordable web design solutions for nonprofits to help them establish an online presence.”
By focusing on mission support and value, rather than a sales pitch, your emails will align more with nonprofit standards.
8. Build Relationships Instead of Direct Selling
Another key tip is to focus on building relationships with the other nonprofits rather than direct selling. You can offer your services, but it should feel more like a collaborative effort than a transaction.
How to Build Relationships:
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Personalize your emails: Instead of sending a generic email blast, personalize your message to the specific nonprofit, explaining how your services align with their mission.
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Share success stories: Use case studies or testimonials from other nonprofits who have benefited from your services.
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Offer free resources: You could provide free consultations or guides for nonprofits to help them get started with building their websites or tech infrastructure.
9. Be Transparent About Costs
If you do offer paid services, make sure you’re transparent about the costs, but without focusing on pricing. Let other nonprofits know that you offer reduced fees for them because you understand their budget constraints.
Example:
"We offer affordable web design services for nonprofits to help improve their online presence. Our goal is to provide high-quality service at a cost that works for your organization's budget. Get in touch for more details."
By being clear about your nonprofit’s pricing structure, you avoid any confusion and maintain trust with other nonprofit organizations.
Conclusion: Keep It Mission-Focused
To sum it up, while offering services like web design to other nonprofits is a noble way to give back, it’s crucial to stay compliant with nonprofit email rules.
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Avoid commercial language like "discount", "sale", or "buy now".
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Separate nonprofit and commercial emails by using the right accounts.
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Focus on collaboration and mission-driven messaging rather than sales tactics.
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Use email marketing platforms if you're sending mass emails with service offers.
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Be transparent about any fees or discounts.
By following these best practices, you can successfully promote your services to other nonprofits, grow your tech NGO, and stay compliant with Google’s and Microsoft’s nonprofit guidelines.
Final Tip: Stay Authentic
Remember that your primary goal as a tech nonprofit is to help others—so always communicate with that spirit of service. Whether you’re offering a discounted service or providing technical expertise, your mission should always come first in your email communication.
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Thanks for reading: How Nonprofits Can Offer Services Without Violating Google and Microsoft Terms: Best Practices for Email Campaigns, Sorry, my English is bad:)