March 26, 2009 | Read Time: 1 minute
E-mail may be an inexpensive way to solicit donations and stay in contact with supporters, but outdated or incorrectly typed e-mail addresses can sabotage any online fund-raising campaign.
At Katya’s Non-profit Marketing Blog, Rebecca Higman, a marketing specialist at the online giving portal Network for Good, offers a few suggestions for collecting active and accurate home e-mail addresses for potential supporters:
*Add a “double opt-in” feature that sends a confirmation link by e-mail to each new subscriber whenever you add a new e-mail address to the list.
*Use every opportunity to collect e-mail addresses from supporters—at special events, on direct mail, or through links at the end of personal e-mails—to reduce errors in the files and encourage followers to sign up for electronic communications.
*Create an e-mail campaign that specifically asks supporters to update their contact information.
*Pay attention to which e-mail messages bounce back. If they’re from donors, consider reaching out to them by telephone or direct mail.
*Upgrade to an e-mail tool with a good track record for getting past firewalls to prevent your messages from getting stuck in spam folders.
Have bounced emails been a problem for your organization? Share your experiences using the comments box below.
