Growing a Quality Email List for Your Nonprofit

More is not always better. 

When embarking on the task of growing your organization’s email list, suggesting that more is not better seems counterintuitive, right? Maybe to some, but first consider that in this digital world of email deliverability, your organization is at the mercy of the Internet Service Provider’s (ISP’s) algorithms to determine if your email will even reach the inbox or not, regardless of how big your file is.

With elements such as subscriber engagement, reputation score, and SPAM score, the reality is that there are no longer “shortcuts” that can be taken to build your email list quickly. The easy shortcuts used in the past, such as purchased lists, will essentially get you blacklisted and out of the email marketing game entirely. According to M+R’s latest benchmark report, email accounted for 28% of all online revenue in 2017; so it’s without argument that your charity’s success depends on a solid email marketing program.

There are a few important factors to take into consideration before you start the tactical action list of growing your email file. 

3 Important Factors to Consider Before You Start Growing Your Email File

1. Answer “Why” First
   
   Before employing the tactics to grow your email list, it’s important to consider why someone would subscribe. Your organization will need to answer the subscriber’s question, “What’s in it for me?” This answer is important. You need to provide those individuals with something that is of value to them, content that resonates, and a reason to continue to remain engaged with your communications. Provide information that these subscribers can’t find elsewhere, and be consistent in your delivery.
2. Start from the Ground Up
   
   The best growth is organic. Collect contacts that have explicitly given permission; it’s better to have a small list of genuine supporters than it is to have a large list of people that are vaguely aware of your cause. Be clear in the intent of your communications. Make it clear to supporters what their email address will be used for and how you will treat their personal information. Simply — do what you say you will do.
3. Importance of Segmentation
   
   Don’t make the mistake of sending every email to every name on your list. Segment your list into specific groups and send targeted messages to each to appeal to what your supporters care about. (Again, what’s in it for them?) Your ability to segment your email lists will depend on your CRM (Customer Relationship Management) & ESP (Email Service Provider) software from a technical standpoint, but having multiple lists and employing content marketing segmentation can help your nonprofit achieve quality donor engagement.

Once the framework of your email marketing program has been set, the following suggestions can be tactically employed to help grow your email list successfully. 

9 Tactics to Successfully Grow Your Email List

Email Solicitation on Direct Mail

• Add a field on your direct mail pieces for donors to subscribe to your online communications.

Website

• Add highly visible email collection forms on your website. Keep the sign-up process simple and quick, collecting only absolutely necessary information.
• Offer exclusive content such as white papers and e-books that require an email address in order to be downloaded.
• Use pop-up windows at exit points from your website to encourage quick sign-up.

Social Media

• Use compelling content and page apps to encourage social fans and followers to subscribe to your email list.
• Add call-to-action overlays to your YouTube videos that link to an e-newsletter subscribe page.
• Let others promote your organization with social sharing tools to leverage their networks with your content.

Google Grants & Paid Search

• Search ads are a key tool in your arsenal to help drive qualified traffic to areas of your website that include email acquisition.

Events & Volunteer Functions

• Simply asking event attendees and volunteers to join your email list is an easy way to grow your file with people who are already actively interested and engaged in your organization. 

Gathering email addresses is only half the battle. Keeping those subscribers engaged is the harder side of the battle. 

It means listening to what subscribers want from your organization and keeping the delivery of that content consistent and relevant. To be truly successful (and remain in the email marketing game) your email list will need to continue to grow from a quality standpoint first and foremost.