Building An E-Mail List

One of the most effective ways of communication in this day and age is e-mail. When a nonprofit wants to spread the word about its activities or is beginning a fundraising campaign, it is generally the best choice. There are many ways to create a solid e-mail list, but it all begins with reaching the most people who are genuinely interested in your organization.

If someone is not interested in hearing from you, they are likely to either unsubscribe or just completely ignore your communications. You need to do everything you can to ensure that the people on your list want to be there. Start by looking to the people who already receive your printed newsletters and other mailings. These are the individuals who already have shown they want to receive communications from you. Yet you still can't just send them unsolicited e-mails. You must first send out a message to them asking if they want to opt-in to digital communications from your organization. 

If you do not already have their e-mail addresses, you can send your direct mail subscribers mail promoting your e-mail resources. Make sure the link you give them is easy enough to be typed.

Another way to build up your list is to make promotions for your online presence. Create an easy-to-find link that leads visitors to your e-mail subscription page. You can also post messages on Facebook or Twitter promoting it. People who actively engage your online resources are most likely to be receptive to digital communications, so they are prime candidates to target.

With a little effort, your organization can expand its reach to a broader constituency of people with similar interests and, potentially, its ability to mobilize and fundraise. Growing an email list requires a little strategy and forethought, and retaining the people on that list requires a steady stream of relevant, engaging content. It’s a work in progress, but the rewards can far outweigh the effort.

Go Techno or Bust

After his successful presidential bid, Barack Obama still has $30 million left over. During his presidential campaign, Obama raised an unprecedented $745 million, $104 million of which came in the last five weeks immediately before and after Election Day.

Obama’s outspoken desire to change the way politicians raise money through special interest groups - opting instead to raise money on his own and not participate in the public funding system - fueled his record-breaking fundraising. Close to half of the funds raised were by private donations. What was the key to his success? The internet and Obama’s use of technology stand out as the single key factor in his successful fundraising.

Among the technical tools used were the following:

• Individual Fundraising - An easy web experience employing the tactic of keeping the donor on the fundraising web site throughout the entire contribution process, from initiation through authorization.
• Online Advocacy - These tools put users in a position to get information in the hands of policy makers. The idea is that when constituents participate - i.e. write their legislators reach out to news editors and opinion leaders, sign petitions - you get results.
• Outbound Email - There are many rules governing spam and there is software that can handle outbound email more effectively. With the proper emailing tools, you can stay in touch, raise money, and mobilize action - whether you have a thousand constituents or ten million.
• Social Networking - The power of social networking is extraordinary. These tools give your constituents a voice and ideas can be freely exchanged.
• Content Management - The ability to locate, reuse, repurpose and capture content is supremely important to a successful online experience. The tools are ever more sophisticated, but are also becoming essential.

It is clear that a new day has dawned with regard to fundraising. Fundraisers will not be able to compete for those important donor dollars without a technology plan for the future. What are your thoughts?