The old myth that sending direct mail can chase away donors has transferred itself to email. Many organizations live in the same fear that their emails are like deadly file-killing time-bombs -- and the fewer of them you send, the less danger you are in of making all your donors angry.
That's not something you should be worrying about. Here's something that should worrying you, from Clairification: Warning: Your Nonprofit is Sending Too Few Emails.
If you're afraid you're sending too much email, read this very carefully:
... the sweet spot for email seems to be 16-30 campaigns per month, depending on the size of your organization. Companies that send 16-30 campaigns a month see a click rate more than 2X greater than the click rate of companies that send two or fewer campaigns a month.
There's a right number of campaigns for your organization. It may not be 30 times, but it's probably more than you're doing now.
Two caveats:
- Don't make all your emails appeals for funds. It's a relationship. Sometimes you're asking. Sometimes thanking. Sometimes reporting. Sometimes sharing useful information. Sometimes asking for action other than giving.
- If all you ever do is talk about yourself, then you're sending too much email no matter how little you send. Make everything about the donor. Be relevant. Then you can -- should -- communicate frequently.
from Future Fundraising Now http://ift.tt/1RbxG77
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