Email file size..

gregdouglas

Based on the info I submitted on the start-up form I am a bit concerned about the number of email addresses available to contact. (12,000 available to email of which 8,000 have no online giving). Can you provide some comment on whether this file size will achieve significant results?

Also interested to know what others have as a file size

We do have a large number that are "off limits" to email (~15,000). ie they have selected "no contact" on donations forms at time of gift . What could/should be done with these records?

Patrick Hansen

Hi Greg,

Here are two interesting stats to consider:

• For the 10 clients participating in the Booster Shot Program, the average file size is 49,418 usable email records
• The median file size is 14,249 usable email records

What that tells you is that we do have a couple of clients with larger lists in the program, but based on the median file size, half the participants have a usable list that's very similar in size to your list (or smaller).

There are a couple things to consider as you try to figure out what kinds of results you might expect:

1. What is the quality and composition of my list? A list that has a high percentage (10% or more) of recent donors is going to perform much, much better than a list that is mostly volunteers or service recipients who haven't donated in the past.
2. What percentage of my email list is also going to hear from me offline at year end? A list that has good online/offline overlap so that both channels reinforce eachother with the case for support is going to perform much better than a list that only receives my online (or offline) solicitations. This is especially true if your base of supporters is weighted towards an older demographic, who might be influenced by your online appeals, but choose to respond offline with a check or a phone call.
3. How effectively have I cultivated my list in the past year? If you haven't communicated regularly and effectively stewarded your existing donor relationships (both online and off), then your supporters may be uninspired by the fact that you're just now communicating with them and only because you want them to donate at year-end.
4. How have my fundraising appeals performed in the past? Best practices and careful planning can move your organization from good results to great results and keep you on the path to improving year-over-year, but most likely won't instantly increase your fundraising by an order of magnitude.

On the question of what to do with those 15,000 constituents who have opted out ... make sure they're hearing from you in the mail! What's more, if there are any major donors in that segment of your file, I would consider picking up the phone and calling them. Make sure they know they're valued - they may even give you permission to include them in your email updates if you're able to get them excited about what they'll receive.

Finally, with that many donors opting out immediately when they make their first gift, it's time to rethink how you present the opt-in/opt-out language on your donation form. You can even add an HTML comment area to your donation form with thumbnail images of what they can expect to receive from you by email. Make it clear that email is an important way to keep them informed about how their gift is used, and that they can always opt out at any time in the future. If they know you'll respect their inbox, they're more likely to "let you in".

-patrick