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).
The bottom line
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.
'Til next time!
Sara