How to Build Your Email List with a "Must Have" Incentive + More: Part 2

The Donor Attraction Letter

Wednesday, March 26, 2014

Last week in Part 1 of this series, we covered some uber-important tips on how you can grow your email list:
 
Tip #1: Good Guidance from Seth Godin (Be personal, relevant, and anticipated)
Tip #2: Offer a MUST-HAVE Incentive
Tip #3: Describe a Compelling Benefit
Tip #4: Make Your Sign-Up Box Stand Out
 
There’s a lot more, so let’s continue on!
 
Tip #5: Put Sign-Up Boxes on Key Pages + Places
 
Know the best time to get someone to take action and join your list?
 
It’s when someone’s feeling especially emotional and inspired by something they read, such as a touching story of someone helped by your cause.
 
It’s also when someone is specifically looking for your sign-up box.
 
So, in addition to making it stand out on the home page, make sure your sign-up invitation is on the:

• Sidebar
• Footer
• Bottom of stories/articles
• Bottom of pages with helpful resources
• Thank You pages
• Careers/Jobs page

Tip #6: Use Direct Mail
 
In your direct mail fundraising appeals and other mailings, are you asking supporters to give you permission to add them to your email list?
 
Whenever you send a mailing, give people a chance to opt in to your list.
 
Tip #7: Ask at Events
 
This is such an important one!
 
In past roles, I managed dozens of events. Everything from large-scale walks/runs and galas to smaller-scale patient education events. Capturing emails from attendees, speakers, and sponsors was probably the most significant way I grew email lists for many of the charities I served.
 
So, be sure you’re leveraging your events by collecting emails during your registration process and in other ways that make sense (like at your auction check-out or with a special set-up where people can join online or by filling out a form).
 
Tip #8: Send a Special Mailing
 
To help promote the benefits of joining your email list, reach out to your mailing list with a dedicated communication like a postcard or a simple letter encouraging their participation.
 
I’ve done this a few times with terrific success!
 
Remember, repetition is key to get your marketing messages across. Sometimes it takes multiple communications before someone responds.
 
Tip #9: Leverage Social Media
 
Your social media fans are a perfect audience for email list invitations.
 
Particularly now with Facebook posts getting more limited exposure, put this as a TOP priority on your to-do list.
 
Make it your mission to get compelling messages across on Facebook, Twitter, and other platforms asking people to join your list so they don’t miss out on your stories, updates, news, and opportunities to get involved.
 
Tip #10: Use Your Email Signature
 
Your emails (and those of the entire staff) are fantastic for promoting a specific, important call-to-action. If your email signature doesn’t ask people to join your list, go ahead and add it in now. : )

Important: An Email List No-No!
 
One thing you don’t want to do is this:
 
Don’t add someone’s name to your email list without their permission.
 
I’ll be honest and tell you that, awhile back, I didn’t always follow this rule. Sometimes I’d simply add a person because I felt like I just knew they’d want to get my organization’s emails.
 
Please don’t do that.
 
Why?
 
Because unless someone has expressly opted-in for your list, you risk damaging your relationship. Even if you feel a person is very close to your cause and is a major donor, make sure the person WANTS to be on your email list.
 
Especially these days with so much digital noise coming at people, it’s super-important that your emails are welcomed. If they aren’t, not only will you get a lot of unsubscribes, you may see people yanking their support.

Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter
 
Need help building your email list? I’d love to partner with you! Research shows over 90% of people check their email every day. Let’s build a better strategy and stronger communications to make sure your nonprofit is reaching more of your friends, fans, and followers through email. Hit reply to start a conversation or call me at 248.957.8918.