“How can we get the email addresses of our donors?” It’s a common question and challenge for not-for-profit fundraising professionals who for any number of reasons may not have email addresses for reaching out to donors. Having donor emails is important because they facilitate efficient communications and keep donors informed about the ways they can support the mission of your organization.
99% of households earning $75,000 per year or more are online.
According to a study by Pew Research Center, 96% of U.S. adults aged 50-64 spend time online In fact, 99% of households earning $75,000 per year or more are online. It’s proof that many Baby Boomer donors, and older adults, are consuming digital content and communicating digitally. It makes sense, then, to be communicating via email. It’s actually more convenient for donors. It’s also an excellent way for you to easily stay in touch with donors, express your gratitude for their contributions, and keep them abreast of the impactful work you are doing.
It’s not to say that email is the only way to communicate. Print and traditional mail campaigns are not going away, but digital communications are tremendously important, especially when continuing to build your database of contacts. Utilizing email communications helps support your print efforts and can work efficiently to inform donors of your impact. Much of the collection of email addresses and contact information stem from a strategically planned and designed website (which Trillion can help create). As you go through the process of completing profiles of donors with email addresses, it’s still critical to be respectful of their communications preferences.
Gathering additional donor data such as email addresses is a time-consuming but worthwhile endeavor. Here are five ways you can build your donor email list to keep them strategically informed and engaged.
1. Utilize identity matching
Did you know that there are identity matching services which utilize names and postal addresses in order to match them to validated email addresses? This email appending service can increase the number of valid email addresses for donors in your database. The costs associated with the process are based on returning a match.
2. Give an incentive if someone provides an email address
At your next in-person event, you can provide a premium gift, or an incentive to share an email address. Useful things such as tote bags and water bottles can be inexpensive branded items worth sharing in exchange for providing an email address. You could even have a donor sponsor the effort with X dollars being donated to the organization when an individual provides their contact information. Utilize QR codes or simple website URLs which allow an individual to quickly enter their information from their phone. You can also provide mobile devices for individuals to enter their details directly to an email database. There are many ways this can be done.
3. Email tax receipts to donors
Tax receipts are required for gifts over $250, and many donor platforms can send automated receipts. Sending receipts digitally is much more cost-effective than traditional mail and much easier for the donor and organization to manage. Plus, this gives you an opportunity to collect addresses. This also gives you the chance to deepen donor relationships. Use this as an opportunity to send a thank you with a personal touch, especially for larger gifts and high-potential donors. Establishing and maintaining relationships is key for lasting impact.
4. Require email addresses on your event registrations and all website forms
Include important fields such as first and last name and email address on any form you include on your website. Make these fields required instead of optional. Review your existing website forms to make sure they are presented in this manner—anything from registration forms, event inquiries, or basic contact forms. If you’re having website troubles, you can always contact Trillion for help. Additionally, if you are utilizing a third-party platform for donations or event registrations, email address should be required on that platform as well.
5. Good ol’ phone-a-thons are a great way to capture email addresses and other important information
Picking up the phone and asking for a donor’s email address is a time-consuming process. However, gathering email addresses is not the only benefit. You can create an additional brand touchpoint to build engagement by expressing gratitude for their shared commitment to the mission of your organization. Exchanging a recent organizational success story and letting donors know that their support made that success possible shows your appreciation. Make the process easier by dividing outbound call responsibility among your staff or a volunteer committee, putting a schedule together, and having a scripted dialog. This is important to obtaining the email and also provides an added opportunity to engage with them.
How do you plan to communicate with your donors and prospects?
Trillion has built a solid reputation for designing engaging and effective campaigns, websites, and appeals for not-for-profit organizations. Email campaign subject lines and preview text are very important as is the content and design within them. Our team can build these campaigns as well as website designs focused on engagement and neatly recording and organizing form submissions. If you need help crafting something special for your upcoming fundraising efforts, contact us. Complete our simple form or give us a call at 908.219.4703.
