Google just handed Gmail users a shiny new broom for their inboxes.
A new subscription management feature now allows users to quickly see a list of promotional emails and unsubscribe from multiple senders in just a few taps:
For nonprofits, that’s a big deal.
If you’re not giving supporters a reason to stay, you might disappear from their inbox without ever knowing why.
So, what’s a nonprofit to do?
Lead with value, not just asks.
If nearly every message you send is a fundraising appeal, even dedicated supporters may reconsider their subscription.
Mix up appeals with policy deep dives, opportunities to take action, or report-backs on key fundraising campaigns or policy wins to give your audience reasons to stay engaged.
Here are a few content examples that will increase your engagement and deliverability:
Timely petitions related to your cause (the more timely, the better)
Recruitment for upcoming events like rallies or webinars
Polls that will give your supporters a voice (don’t forget to report back on the results!)
Well-curated newsletters to drive clicks to recent blog content, notable social media posts, and events
Step up your segmentation.
Tailor messages and conditional content to specific segments—recurring donors, active volunteers, and high-dollar donors should receive communication that matches their relationship with your organization.
Relevance reduces the risk of unsubscribes and, more importantly, builds trust with the people investing money and time in your mission.
Make it easy to unsubscribe
It may seem counterintuitive, but a good unsubscribe page can help reduce list churn.
Provide supporters with options to reduce the frequency of emails, opt in to certain types of emails, or pause communications for a specified period.
When SendGrid started using a preference center over a single unsubscribe, the change yielded a 20% drop in total unsubscribes.
A West Coast-based land conservation nonprofit achieved a similar reduction in unsubscribes by testing the option for supporters to control their communications during giving season (and still blew past their goals).
A little control can go a long way.
At the end of the day, Gmail’s new tool is a reminder: your list is only as strong as your relationship with the people on it. Make each message matter.
Industry events
Leading with gratitude: Donor connection in uncertain times
Thursday, August 14 at 2pm EST
Gratitude can go a long way. This webinar will share simple ways to build stronger donor relationships and keep supporters engaged when things feel chaotic and uncertain.
Don't Leave Money on the Table: Year-End Fundraising Made Smarter
Thursday, August 21 at 1pm EST
Year-end is prime time for nonprofit fundraising. This webinar will share smart, actionable ways to boost giving through matching gifts, stronger messaging, and more strategic supporter engagement.
2025 Nonprofit Innovation and Optimization Summit
Tuesday, September 30 – Thursday, October 2
Want to sharpen your email marketing game? The NIO Summit will bring together top nonprofit marketers in Kansas City to share the tactics, tests, and tools driving fundraising growth.
Check our events list for more or reply to this email to submit one for consideration.
Quick hits
ActBlue CEO and President Regina Wallace-Jones announced a series of Account Use Policy changes designed to protect donors from being exploited on its platform. Civic Shout CEO Josh Nelson broke down what these changes mean in more detail on LinkedIn.
Data and technology firm Grassroots Analytics has acquired Quiller, an AI tool designed to help nonprofits and political campaigns draft fundraising and advocacy content.
Two sharp pieces from Adam Bonica unpack how deceptive email tactics from firms like Mothership Strategies are burning through trust for profit—and how parties jeopardize their most valuable asset (voters) by prioritizing short-term fundraising wins over long-term relationships.
Stand.earth is hiring a Senior Digital Campaigner to grow its online base, lead strategy, and help power climate justice wins through email, SMS, and social media.
Meme break
'Til next time!
Sara