Obtaining email addresses?

Carlene Johnson
Carlene Johnson Community All-Star
Tenth Anniversary Kudos 5 PowerUp Challenge: Product Update Briefing Feedback Task 3 First Reply
in Organizational Best Practices General Discussions

Like many organizations, we're losing constituents because we no longer have a valid email address for them. I would love to hear strategies and methods employed by organizations which have successfully increased their number of viable email addresses.

In addition to Email Finder, confirming the email address every time we are on the phone with a donor, and requiring an email address to register for events, we are considering employing Class Agents to request them.

What strategies have you employed? Offering a prize or premium? Postcard mailing? Other?

Comments

  • Dariel Dixon
    Dariel Dixon Community All-Star
    Seventh Anniversary Kudos 5 First Reply PowerUp Challenge #3 Gift Management

    I think it depends on how you define “viable” @Carlene Johnson. Honestly, I don't think I would recommend any append service because the return is so bad. And there's no way to determine if the email the append returns is a good way to contact the constituent.

    I have several email addresses. I use 3 at most. There is one that is assigned to me that I never check.

    The best way is to find a way to get them from the constituents themselves, but that can be difficult. Initiatives are good. I've found having a stand outside of popular sporting events or similar activities is a good idea.

  • Laury Sisko
    Laury Sisko
    Sixth Anniversary Participant Facilitator 1

    @Carlene Johnson, we are old school, as our members tend to skew above the age of 65. We send out paper annual membership renewal notices with the line, “My email address is:___.” Since doing that four years ago we have increased from 8% with email addresses to 51%. When we do an email blast and something bounces back, I just give the member a call and get the updated address. Considering about a third of the folks I talk with do not have email or even a computer, I'm pleased!

  • Faith Murray
    Faith Murray
    Tenth Anniversary Kudos 5 First Reply Name Dropper

    @Carlene Johnson, our biggest inflow of reliable emails is through our online gift forms. Donors have to enter their emails to make their gifts online, and the number of online gifts has only increased every year. Adding blank email lines ("My email is…") to all direct mail appeal reply cards nets some return as well.

    People need an incentive to give their email address, for example, if emails are a big part of a recurring gift program, or if you offer freemiums/give-aways with your website subscribe form (we don't). We do offer an “Online Spiritual Journey” series of daily inspiration emails that people can sign up for, and that is another big net of email addresses for us. You could provide different content depending on your mission.

    I have to commend @Laury Sisko for her follow-up anytime an email bounces, as that is something we simply have not tried due to manpower. But that would be a super-effective tool, showing donors you actually notice them and care! And I agree with @Dariel Dixon that returns on EmailFinders are not the best. We've used EmailFinders, and while they do broaden your net, say before a major capital campaign, I would not trust the accuracy of email addresses for anything sensitive like the new Portal or for end of year digital receipting.

  • Therese Morris
    Therese Morris
    Tenth Anniversary Kudos 1 Name Dropper Participant

    We added a line to our donor cards that asks for Preferred Email. Additionally, email addresses come in with any online donation. If those are different from what we have as preferred we ask the fundraiser to use it as an opportunity to connect with the donor to determine which is their preferred email. It seems to be helping.

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