July is here, so it is all hands on deck for the rest of 2017 for non-profit organizations. It’s time to finalize designs and themes for holiday- and end-of-year giving campaigns. Now is the time to make decisions about direct mail, advertising, and video promos.
Now is also a great time to add potential donors to your email list, and thoughtfully schedule when those messages will be delivered.
Scott Paley, co-founder and CEO of Abstract Edge, has some great advice for both activities.
The blog post, “An Easy Way to Build Your Email List,” is one that must be read in its entirety. Paley makes a clear distinction between adding addresses that might become here-today-and-gone-tomorrow prospects, and real leads that eventually become donors.
A second post from Paley might seem to fly in the face of common sense: Sending the same email to the same contact more than once.
Common sense screams that such repetition invites unsubscribes from your list, but Paley points out that, depending on the size of your list, just about every email you send will result in a few unsubscribes. By adding “ICYMI” or a similar tag to your original subject line, you are letting your contact know that the content you are sending is a re-run. It’s an exercise in integrity, and it lets the prospect know that you really consider the content important, and not something you are trying to “dress up” as something new.
I think this is well worth a try for your next email marketing campaign.
If you need some fresh ideas on communicating with your existing or potential donor base, give me a call. The initial consultation is free.