Unsubscribes aren’t worst thing: 4 ways they’re good for email fundraising

Don’t you hate it how one of the things that can happen when you send emails to your donors is they unsubscribe? It feels like a slap in the face!

But there’s more to it than the bad feeling you might get. The Emma Blog has some comfort for you on this topic, at Why email unsubscribes can actually be a good thing:

  1. They keep your list full of qualified, engaged prospects.
  2. They can alert you to a problem with your email marketing. (An unusual flurry of unsubscribes may be caused by something you did. Better to know that not!)
  3. They improve your reputation by NOT reporting you as spam. (Far better they leave you than tell their provider your stuff is spam!)
  4. You can ask them why they’re leaving. (Yes, some people will happily tell you why they’re going. That can give you real insight.)


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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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