STOP SPAMMING YOUR SUPPORTERS!

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

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Nonprofits love to talk about donor-centricity. But is spamming your donors really donor-centric?
Listen, I know the drill. Everyone bends the rules here and there when it comes to selecting lists for email marketing. But I have found that (sadly) most nonprofits don’t have a written opt-in strategy and rarely ask their supporters for permission to send them emails. Yet, I think it’s incumbent upon all of us to treat our supporters nicely. That means, we should try to send considerate, highly relevant, personalized email messages that truly inspire passionate support — not spam!
 
Take this quiz to determine whether or not your are treating your supporters in the way they deserve:
[table type=”minimal”]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Does your online donation form include a checkbox for opting in to your emails?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Does every other place that captures email addresses include a checkbox for opting in to your email solicitations?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Did all of the donors you targeted in your last email blast really opt-in to receive that email?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Did your last email blast offer information about the results your organization garnered using their last donation?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Did your last email blast offer some other form of engagement? Or did the email just ask for more money?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Did you “append” your database with emails from a third party?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]After your append, did you first use those emails to ask the people for permission to reach out to them via email?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]Did you add the necessary unsubscribe link in your last email blast?[/tcol]
[/trow]
[trow]
[tcol]Yes___[/tcol]
[tcol]No___[/tcol]
[tcol]And, finally, does the unsubscribe page make it easy to leave the list?[/tcol]
[/trow]
[/table]
 
…If you answered “no” to any of these questions, you are spamming your supporters.
 
STOP!
 

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