Expanding email lists can increase donations

June 6, 2013

Expanding email lists can increase donations

Nonprofits often have to be risk-averse with marketing budgets each month, as their finances are often difficult to manage. This is why it's important to find affordable practices to spread the word about the organization and get people to want to lend a hand to the cause.

Subscriber lists are constantly changing
Email marketing efforts have proven to be cost-effective and strategic in the past, as long as nonprofits keep updating their subscriber lists and continue to add to their group of recipients. Recent research from email marketing provider Constant Contact revealed nearly 60 percent of respondents to a recent survey said they are constantly trying to grow their subscriber lists. Nonprofit managers are learning just how much getting contact information from everyone they meet can help add to the donations they receive each month and lead to greater support for the organization.

"They realize that engaging customers is a key aspect of both maintaining relationships and finding new ones – – and one of the best ways to do that is through email marketing," said Christopher Litster, senior vice president of sales and marketing at Constant Contact.

Nonprofits can get people involved in many ways
One of the best aspects of internet marketing tactics is that it offers multiple channels through which potential donors can be reached. For example, 92 percent of respondents said they use email marketing to get people to sign up for their subscriber lists on their company website, while 46 percent said they use Facebook to supplement their list-growth efforts. Finding the platforms where lenders and followers of the nonprofit are most active is extremely important if organizations want their lists to grow.

Email list growth doesn't have to difficult
Many nonprofit managers have a lot on their plate, and gaining contact information for list growth isn't always top of mind. A recent article for ClickZ provided a list of easy tactics nonprofit organizations can use to get people to subscribe to their email blasts:

  • Engage mobile users: People are more active on smartphones and tablets and may be more willing to opt into email lists on mobile-optimized landing pages.
  • Take advantage of visitors: Those who come in to check out a nonprofit in person are clearly interested in the organization, and their contact information should be collected for email lists.
  • Directly link from social networks: It's easy for people to stumble across a nonprofit's social networks, and when they do, they should be able to easily find a link for an email list opt in.

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CCSCT was approached by First NonProfit to discuss its Unemployment Savings Program and ways the program could significantly reduce the amount of unemployment taxes we were paying. At the time, our agency was paying approximately $80,000 per year. First NonProfit conducted an analysis to determine if making the switch would be in our best interest, and it clearly was based on our circumstances. The first year on the program, CCSCT saw a 70% reduction in its unemployment costs and each year, continues to experience further reductions as a result of having minimal claims. Some additional benefits of the program including having a fixed annual cost, an interest-baring reserve account, professional unemployment claims management and representation at all unemployment hearings. This has been one of the best decisions we have made.

Community Council of South Central Texas, Inc., Seguin, TX

We first started using First Nonprofit’s Unemployment Savings Program when we were a small startup nonprofit.  We didn’t have an HR department and needed expertise in the event that an unemployment claim was made.  We knew we were eligible to be a reimbursing employer, but weren’t sure how to navigate that process.  They made it easy to set things up, plan for, and then manage claims when they came at a very reasonable cost. The amount of time and stress they’ve saved us dealing with all this has been worth way more than the cost.  We’ve now grown to a large nonprofit and do have an HR department but have no plans to stop using their services.  I highly recommend them to every nonprofit I come into contact with!


Throughout our membership in the Unemployment Savings Program, First Nonprofit understood our demands, community dynamics, and the importance of seamless services; that allowed us to serve our constituents better.

Prevent Blindness America, Chicago, IL

Because INCS advocates for the operating conditions that allow charter public schools to provide high quality public education, partnering with First Nonprofit was an easy decision. First Nonprofit’s unemployment programs provide our member schools two operating elements crucial to their ability to provide high quality public education: savings and budget certainty. Capable, committed teachers are the key to student success. By participating in the unemployment insurance savings plan, charter public schools gain peace of mind and are able to invest more money in their teachers.

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