Building email subscriber lists can boost donations
June 26, 2013
Many people prefer to give to their charity of choice via a digital platform these days. Using the computer has made numerous tasks easier, like maintaining communication with friends and family, watching TV and paying bills, so why wouldn't donations be lumped in?
To drive online fundraising, many experts say that they need to amass a lush email subscriber list. This is a great way to reach out to a large number of potential donors and maximize the chances that at least a percentage will be generous.
The Chronicle of Philanthropy reported that there are many ways for a company to add to its subscriber list. For instance, the National Audubon Society looks to diverse individuals - not just the same people who have extended help in the past - while also suggesting signups on social media websites and buying email lists from similar charities.
Though many industry experts say that this hasn't drastically changed the role of direct mail in fundraising, email has increasingly become important for nonprofits. For instance, RLSB Fundraising Director Craig Linton told Third Sector that the technology has become a great compliment for direct mail marketing campaigns or in an emergency or time-sensitive situation.
As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.