One Nonprofit Goes Beyond Just Cleaning Its Email List and Reaps Unexpected Benefits

I'm sure it must feel like jumping off a cliff, but one nonprofit did it. It ran a "re-opt-in" campaign with its list of email subscribers. That means they asked everyone on the list to verify that they wanted to keep receiving the emails. Anyone who did not verify was dropped from the list.

Basically, the list shrank over 50 percent but the click-through rate soared. The point is that the organization ended up with a much more engaged group of subscribers...the ones that volunteer, donate, and are passionate about the cause.

Marc Sirkin writes about this daring move and the results on his npmarketing blog.

More value from a smaller list? Sounds like a winning strategy.

• Sirkin's Top Ten List On Why Every NPO Should Run a Re-Opt-In Campaign
• Chart of Results
• Top 6 Tips for Effective Emails
• Raising Thousands (if Not Tens of Thousands) of Dollars With Email--A Review
• Top 10 Tips for Online Fundraising