Email Works! Best practices in building and growing an engaged email list for fundraising

In this episode of the Nonprofit Exchange, I had the pleasure of speaking with Vanessa Chase Lockshin, a seasoned fundraising expert with over 15 years of experience in direct response fundraising. Our discussion centered around the critical role of email in building and growing an engaged donor list, particularly for fundraising efforts.



Vanessa shared her passion for helping organizations develop effective email programs that not only raise funds but also foster meaningful relationships with donors. She provided compelling examples, including her work with Variety BC, where a revitalized email strategy led to significant fundraising success and enhanced donor engagement.



We tackled common myths about email communication, such as the misconception that emailing donors too frequently can lead to disengagement. Vanessa emphasized the importance of regular communication, suggesting a frequency of one to two weeks to keep donors informed and engaged. We also explored the significance of storytelling in emails, highlighting how emotional narratives can resonate with donors and inspire them to give.



Vanessa offered practical advice on email length, content strategy, and the importance of using a reliable email delivery platform to ensure messages reach their intended audience. We discussed the balance between storytelling and fundraising asks, advocating for a thoughtful approach to when and how to solicit donations.



As we wrapped up, Vanessa encouraged listeners to rethink their email strategies and consider the vast potential of email as a tool for relationship building and fundraising. She also shared resources available on her website, thestorytellingnonprofit.com, including articles and her book, "The Storytelling Nonprofit."



This episode is a treasure trove of insights for nonprofit professionals looking to enhance their email communication and fundraising efforts. I hope you find inspiration in Vanessa's expertise and take actionable steps to improve your email strategy!





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