1.
Many e-mail clients, such as MS Outlook, will allow you to automatically
attach a "signature" at the bottom of every message
you send. Consider having all of your staff and volunteers add
a line to their signature that says, "subscribe to our
monthly e-newsletter by visiting our web site at www.yourorganization.org".
(This is where Tip #6 comes in handy.)
2. Instruct your staff/volunteers to ask for an e-mail address
whenever they speak on the phone to a donor or member of your
organization, even if that person just called with a simple
question. The short script could go something like this, "May
we have your e-mail address? We'd like to keep you updated on
what's going on with our organization."
3. Include a line for "e-mail address" on any return-reply
mailing that your office sends out including RSVPs for special
events.
4.
Have a method to collect e-mail addresses at any event you
hold (sign-in sheets, raffle ticket sales or silent auction
bids/purchases).
5.
When making face-to-face visits be sure to ask the donor if
he/she would like to receive e-mail updates.
6.
On your web site provide a "subscription" field in
which a visitor may enter an e-mail address to receive monthly
or weekly updates from your organization.
7.
Whenever you collect e-mail addresses it is also important
ask for permission to communicate with your donors in this
way about your organization.
8.
Finally, provide an opportunity to find out more about your
Privacy Policy. If you do not sell or give away their information
let them know, because many people are concerned about how
their information will be used. It is in your best interest
to protect your donors/members by NOT giving away or selling
their e-mail addresses. They may have given you permission
to contact them but not to another organization. E-mail communication
without permission is considered SPAM.
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