Multi-Channel Name Acquisition

Multi-Channel Name Acquisition; Growing your mail list with relevance…

An effective email list can maximize your reach, help foster closer relationships with constituents and improve fundraising. The more people you can reach who are genuinely interested in your organization, the better. So, how do you expand your relationships sufficiently to meet your goals?

One potential source for new subscribers is the people already familiar with you. Anyone who receives your printed newsletters and other mailings has already shown interest in your organization and might be inclined to receive emails from you. But first you need to get their email addresses, which might not be included in the contact information you already have stored.

You could send them a piece of direct mail — for example, a postcard or letter — promoting your email resources and asking them to subscribe. Include a prominent website link with every newsletter and other mailing you send. Entice readers to subscribe by promising compelling information that’s relevant to them, such as upcoming events for kids, or online follow-ups to newsletter articles.

Is your organization on Facebook? Twitter? Chances are that a good number of the people who follow you on social media are not on your email list — at least, not yet. Don’t just encourage people to “like” your Facebook page or follow your Twitter feed. Give them an easy way and a compelling reason to sign up. Make sure the email information you offer is of some relevance to what you post on social media, since that’s what appealed to these visitors in the first place.

Don’t forget your website. Anyone who visits your site should find it simple to locate and join your email list. Sign-up forms should be easy to find, and uncomplicated. You can ask for more information later in the context of providing better-focused correspondence.

Growing an email list requires a little strategy and forethought, but the rewards can far outweigh the effort.

About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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