The document discusses eight ways to grow an email list for nonprofit organizations. It explains that acquiring email addresses is important because larger email lists can generate more donations and volunteer engagement. The eight methods described are: collecting emails on a website, leveraging offline communications, encouraging viral sharing, online advocacy, search engine marketing, asking supporters to promote the nonprofit, list swaps with partners, and using email append services. The document emphasizes staying engaged with acquired email subscribers through regular communications.
1. Watch It Grow:
How to Cultivate Your Email List
March 10, 2010
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2. CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
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Webinar recording and slides
will be available on
www.mycharityconnects.org
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4. Today’s Guest Presenter
Eric Rardin
• Director of Nonprofit Services
• Care2 Inc.
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5. Watch it grow: How to cultivate your email list.
Eric Rardin, Care2.com
6. What is Care2?
What is Care2?
• An online
community
with 12.8
million
members
• The largest online community of civically
active people seeking to “make a difference”
by joining, supporting donating to and
volunteering with nonprofits
7. Why is Acquisition Important?
This is your email file!
Lapsing records
Unsubscribes
Email bounces
8. Why Care About Acquiring Emails?
Big Lists = More Money and More Actions
9. Why Care About Acquiring Emails?
Donor Value Over 12 Months New Donor Renewal Rate Lifetime Donor Value
$694
50.9%
+121%
+48%
34.4%
$314
$187
+95%
$96
Internet Internet Internet
Traditional1 Traditional Traditional
Enabled2 Enabled Enabled
Source: Convio whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”
1 Traditional defined as offline use.
2 Internet Enabled defined as both offline and eCRM use.
12. Email Acquisition How-to:
Eight Ways to Grow Your Email List
1. Collect email addresses on your web site
2. Leverage offline communications
3. Encourage pass along (Viral Marketing)
4. Online advocacy
5. SEM, SEO, and CPM (e.g. Care2)
6. Asking supporters to market for you (e.g. Web 2.0)
7. List swap or hosted email– with another nonprofit or
corporate partner
8. E-Appends
14. 2. Leverage offline communications
• E-mail ask on a direct mail reply or insert
• Separate mailing – postcard or PURL mailings
• PSAs, press releases, events, telemarketing, DRTV,
video, mobile campaigns, social media, bloggers
21. 7. List swap or hosted email– with
another nonprofit or corporate partner
What’s a list swap?
22. Other Ways to Acquire Email Addresses
8. E-Appends
Third-party vendors who match your offline
file against their permission database
• Permission messaging
• Inexpensive, can acquire a lot of emails at once
• Be careful – use reputable vendors
• Tend to be less responsive
23. What to do once you have them?
• Stay in touch
• Tell your story
• Give opportunities for engagement
• Ask them to donate…
25. ABOUT MYCHARITYCONNECTS
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26. www.mycharityconnects.org
• Free online resources
“The Value of Being Online and
• Information about technology How to Get Your Board Onside”
• Video demonstrations
• More webinars March 24: 2PM – 3PM(Eastern)
• Past webinar recordings
“Fraud Prevention: What Your
• Learning opportunities
Charity Needs To Know”
• Events
March 25: 11AM – 12PM(Eastern)
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27. Question and Answer
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we can’t hear you
Ask questions here
Ask away!
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28. Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www.mycharityconnects.org for more resources!
Questions, feedback, comments?
Email us at: carlo@canadahelps.org
Thanks to: