Should You Ask Visitors for Their Email?
The answer depends on what you’re offering in exchange.
I recently explored a nonprofit’s planned giving website and came across an option to download an eBrochure. “Great!” I thought. “Time to do some homework on the competition.”
I clicked the link and was immediately presented with a popup requesting my name and email address in exchange for the eBrochure. I obliged (with an alias, of course). And … I was promptly redirected to a generic eBrochure that was clearly available to anyone, anytime—no personal information needed.
The Value Exchange: Give and Take
Look, if I give away my personal information, I expect to get something valuable in return. And I strongly suspect I’m not the only person who feels this way.
So here’s my rule: If you’re asking for personal information on your website, make it worth your visitors’ while. Let them know upfront that they will receive something of real value after they click. This could be:
- A set of note cards with your logo.
- A branded pin or magnet.
- Postcards featuring adorable kittens (because who doesn’t love kittens?).
- Exclusive content or insights that aren’t readily available elsewhere.
If you aren’t offering something of value, do not presume to ask for an email address (or any other personal information). First off, it’s disingenuous. Secondly, your website visitors will likely just provide their “junk” email address anyway.
When Not to Ask for an Email
If you’re merely offering an eBrochure, let visitors access it directly. Why make them jump through extra hoops for what is essentially a marketing brochure? The extra step only adds friction and can frustrate your audience, making them less likely to engage with you in the future.
The Slippery Slope of Email Collection
Collecting personal information can be like trying to climb a very slippery slope. Be sure you’re not inadvertently damaging your nonprofit’s reputation by aggravating website visitors and prospects with unnecessary data requests.
Why Transparency Matters
Being transparent about your data collection policies builds trust with your audience. If visitors feel deceived, they are unlikely to engage with your nonprofit in the future. Worse, they might share their negative experience with others, further damaging your reputation.
Instead, consider being upfront about what they can expect. For example:
- “Sign up for our newsletter to receive exclusive updates and expert insights.”
- “Download our in-depth planned giving guide in exchange for your email.”
- “Join our VIP donor circle for special invitations and behind-the-scenes news.”
These options set clear expectations and provide a real incentive for users to share their email address.
Alternative Ways to Capture Leads
If you want to capture visitor information while maintaining trust and engagement, consider offering:
- Interactive Quizzes or Assessments – A quick quiz on planned giving options can offer personalized results in exchange for an email address.
- Exclusive Webinars or Workshops – Hosting an informational session provides value and encourages sign-ups.
- Early Access to Reports or Research – If you publish industry insights or donor trends, offering early access to subscribers can be a powerful incentive.
- Case Studies or Donor Stories – Feature success stories from planned giving donors and allow access to full case studies in exchange for an email.
- Discounts or Perks for Merchandise – If your nonprofit sells branded items, offering a discount code for first-time buyers can drive engagement.
A Pro Tip: Learn from Your Competition
Speaking of keeping an eye on the competition—when was the last time you donated $25 to the nonprofit next door just to follow their moves management? Businesses do this all the time. And the most successful nonprofits know to take their cues from the business sector.
Consider signing up for other nonprofits’ email lists, tracking their engagement strategies, and analyzing what works and what doesn’t. Learn from their successes and mistakes to refine your own approach.
What to Do with the Emails You Collect
Once you’ve successfully gathered email addresses, the next step is leveraging them effectively. Sending one-off emails or sporadic updates isn’t enough. You need a structured email strategy that nurtures potential donors and keeps them engaged over time. Here’s how:
1. Welcome Series
The first email after someone subscribes is critical. Introduce your nonprofit’s mission, share impact stories, and let them know what they can expect from future emails. This is your opportunity to make a great first impression.
2. Segmented Campaigns
Not all donors are the same. Segment your email list based on donor history, engagement level, and interests. Tailoring messages to different groups will improve open rates and conversion rates.
3. Consistent Value-Driven Content
People don’t sign up just to be bombarded with donation requests. Offer meaningful content, such as:
- Planned giving tips and strategies.
- Exclusive donor impact stories.
- Event invitations and volunteer opportunities.
- Industry insights and news.
4. Call-to-Action with Purpose
Every email should include a clear and compelling call-to-action (CTA). Whether it’s encouraging donations, inviting users to a webinar, or downloading a free resource, make it easy for them to take the next step.
Avoiding Common Mistakes
Many nonprofits fail to optimize their email collection and engagement strategies. Here are a few common mistakes to avoid:
- Asking for too much information upfront – A simple email address field is enough. Asking for phone numbers, addresses, and other details too soon can deter sign-ups.
- Not testing your sign-up forms – Regularly check that your forms work smoothly across devices and browsers.
- Ignoring email personalization – Addressing users by name and tailoring content based on their interests can significantly boost engagement.
- Failing to follow up – Don’t collect emails just for the sake of it. Have a clear follow-up plan in place to nurture and convert leads.
Learn More: Act Like a Business
Want to dig deeper into strategic nonprofit marketing? Check out our upcoming webinar: The IRS Considers You a Business. Act Like One.
This session will cover essential strategies for nonprofit professionals who want to operate with a business mindset, maximize donor engagement, and improve fundraising effectiveness.
Building Trust, One Email at a Time
Nonprofits that treat their marketing strategies with the same level of professionalism as for-profit businesses will always have the upper hand. By respecting your audience, offering real value in exchange for personal information, and maintaining transparency, you’ll build stronger relationships and ultimately increase donor support.
The key takeaway? Be intentional with your email collection efforts. Focus on quality over quantity, and ensure every interaction adds value to your audience. Your future donors—and your bottom line—will thank you for it.
Categories: Planned Giving Marketing, Marketing Planned Giving, Planned Giving Websites
