One of the most common questions I get asked about online marketing is, “How do I build an email list?”
I took a stab at answering this question with two smart cookies (I mean savvy marketing professionals), Jocelyn Harmon and Alia McKee. (We took a whole range of additional questions from nonprofits as part of our Nonprofit 911 Ask the Expert call - you can check out the whole thing here.) Here is the list we devised:
- Make sure that all your media mentions are driving people to your website (make it a call to action)!
- Create a strong email-address-collection device on that website. (NOT something lame like “sign up for news” but rather give them something enticing. Give them an incentive or a reason to join. Give them a discount on an event. Give them an article you’ve written or tips for better living and then get their email address in return for your sending that gem to them.
- Optimize search: A lot of nonprofits are not taking advantage of Google grants—more on that here.
- Collect emails from donors via direct mail - maybe they’d rather hear from you electronically.
- Use your email signature - it is a great tool for doing marketing, whether it’s promoting an event or asking people to sign up to hear from you on your website.
- Ask people to sign a petition - with their email address and with permission to contact them.
- Collect email addresses at events. I have been to 10 nonprofit events in the last 18 months, and I can’t think of a single one that collected my email address. Lost opportunity!
