Email has been a communication staple for more than 20 years, yet most nonprofits still have very few donor email addresses.
Research from Target Analytics says that on average, nonprofits have email addresses for only 26% of their donors. Further, some organizations have email addresses for as little as 4% of donors!
Undoubtedly, your NPO has tried many of the traditional techniques to secure donors emails, such as…
- Putting a prominent email sign-up button on your website
- Requesting email address on donation forms
- Leveraging social media, including adding a sign-up form to your Facebook page
- Asking supporters to sign a petition
- Offering incentives, e.g., invitations to events, mailing labels, a special newsletter, etc.
All of these techniques are helpful and important, but there is now another technique worth considering as well.
We call this technique e-Receipts. Not only does e-Receipts capture email addresses, it also automates the often-cumbersome process of sending donors tax receipts.
Here’s how it works…
At the time of donation (via online, at events, on the phone, in the mail, etc.), donors are informed that you will quickly email them their tax donation receipt. This benefit encourages a high opt-in rate. The e-Receipts engine then creates a customized email, with copy and pictures personalized for the donor —all via an automated process!
Beyond the benefit of capturing more email addresses, e-Receipts also reduces the time and cost needed to manage the tax receipt process… improves the donor experience… and has proven to increase subsequent donation behavior.
Naturally, having donor email addresses is key for increased donor engagement and giving, so if you are looking for a new way to expand your email opt-in numbers, you might want to find out more about e-Receipts.
Don McKenzie is President & Chief Growth Officer of Innovairre Communications, which supports more than 500 nonprofit organizations around the world. For more about eReceipts and other donor engagement strategies, contact us at Answers@Innovairre.com; subscribe to our newsletter here; and follow us on LinkedIn and Twitter.