How to avoid churning your online file into a big blob of apathy

Some digital fundraising programs are just big churn machines. Lots of people are getting onto the list, but lots are going away by unsubscribing or ignoring it.

You might not think that’s a problem, since churn doesn’t cost you anything they way it does in direct mail.

But there is a cost. And a non-churn program is far more effective at raising funds.

Here are 4 Ways to Reduce Churn With Email Campaigns from the Kissmetrics Blog:

  1. Segment Your List. (Don’t send everything to everybody. Be relevant!)
  2. Offer Educational Content. (Be useful. Send them stuff they can use.)
  3. Send a Feedback Email. (Give them the chance to tell you what they want, like, and expect.)
  4. Show Appreciation. (Especially for donors!)

The penalty for getting wrong, for being irrelevant, for not meeting donors on their own ground is far less in email than it is in traditional media. That doesn’t mean you shouldn’t care about it!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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