Finding a nonprofit website that tells us WHY it’s a good deal for us to share our email address is rare . . . about as rare as finding a perfect gemstone.

A statement such as, Sign-Up Here, sounds more like a parental command than an invitation:

 “But why should I sign-up?” … web visitor
 “Because I said so.  Besides, it should be obvious.” … tone of nonprofit website

Here are 3 examples from nonprofit websites that do NOT give intriguing reasons or benefits for signing up:

Enter your email address below
Click here to receive periodic emails and updates
Get newsletters and e-alerts

None of those examples have a benefit to the prospect, donor, or member.  What type of information will they receive?  Why will it be interesting?  How will it help them (donors) to help your mission?  Etc.

Here is a positive example from Mr. Holland’s Opus Foundation, http://mhopus.org (and yes, I wrote it for them).  In the statement below the phrase, “Join our email list” is a hyperlink to their newsletter sign-up form.  I just wish this copy was “above the fold” (visible without any scrolling):

Join our email list to receive occasional updates, photos and stories about the joy and fulfillment you bring to students across the country.  

It doesn’t have to be long.  A short sentence; a few phrases are all that’s needed.  This simple edit to your website will encourage more people to share their email address with you.  And that’s important because it’s another opportunity to raise funds, cultivate, keep people engaged, build loyalty and retention, and on it goes.

Few more tips regarding your email / e-newsletter sign-up box on your website:

1 – Again, give a good reason WHY we ought to sign-up.  What do WE get out of the deal?

2 – Have it on every page of your website (a special landing page for a major campaign is one possible exception).

3 – Locate it ABOVE the fold so web visitors see it without scrolling down.

4 – Ideally it’s a one-step process.  They type in their email address and hit “subscribe” or something like it.  With some email service providers this isn’t possible.  You may need to send them to another page with the vendor’s sign-up form.  That’s two steps and it shouldn’t be any more than that!

Remember: Donors, prospects, members and other supporters of your nonprofit don’t know your organization inside out like you do.  They don’t have your history.  They don’t know what you’ve been sharing in past emails. 

Tell web visitors why it’s a good deal for THEM to sign-up for your nonprofit newsletter.  Then make certain you do provide useful, donor-centric content in your email communications.  Be a gem.

Give a great reason why members and donors ought to subscribe.  What’s in it for them?

Simply having a box to type in an email address on your website isn’t enough.  Our in-boxes are overflowing with email – whether they’re newsletters or something else.   You need to give potential donors and members like me a darn good reason why I should add to the volume.

And just because I’m a member of your association . . . or just because I have an interest in your charity and may have even made a donation is NOT enough of a reason.  I didn’t join so I could get a newsletter.  I didn’t donate so I could get a newsletter.

Give me a reason WHY.  Give me an incentive for revealing my email address to you.  What are the benefits to me?  What exactly will I learn and how will that help me?  How can I help make the world a better place by giving you my email address and reading your newsletter?  What is the VALUE of the content you’re going to send me in the newsletter?

What I find the vast majority of the time are “you-centered” as opposed to “donor-centered” invitations.  Here are examples of how NOT to invite someone to subscribe:

Click here to receive our newsletter

Sign up for E-News

Receive updates on our work when you subscribe to our newsletter

Sign up for XXXXX’s email newsletter

Subscribe to newsletter

Join us

XXXXX e-News

Enter email … Sign Up

Oh, and those phrases you just read are taken verbatim from charity websites.  That’s 100% of the info provided about the newsletter.  In fact, I can’t even be certain all of them apply to newsletters.  They may only be collecting email addresses for other uses. 

Now, what typically happens on association websites is a little different but often just as vague as charity sites.  Many associations, for example, have more than one newsletter.  You’re taken to a generic sign up page where you fill in your email, then check the boxes for the newsletters you want to receive. 

But there’s no member-centered copy on what they’ll find in each of the newsletters.  Apparently the title alone is supposed to be compelling enough to get me to subscribe.

And many times associations simply have a sign up box.  Here are a couple examples pulled from association websites:

Register for XXXX’s weekly e-newsletter

President’s monthly e-newsletter

In some cases there will be a few past issues to look at.  This does give the potential subscriber an opportunity to look at the content in detail.  But in my mind it doesn’t replace 2 – 5 sentences describing the content to expect and the benefits of that content. 

Describe the VALUE your readers receive through the newsletter.  Do this very well and more people will subscribe to your newsletter. Get more help, including nonprofit newsletter sign-up examples, here.

You sent out your newsletter the other day.  And now you’re on cloud nine because it’s receiving lots of praise.

But what’s most important is . . . WHO is doing the praising.  Not your board of directors.  Not your creative director or executive director.

Your donors are praising your newsletter

Or if you’re an association . . . then your members are praising it.  That’s great!  But why are you receiving praise?

Probably because you followed some basic rules on writing a newsletter donors / members want to receive and read.  For example:

• Donors feel needed.  They feel wanted.  You wrote donor-centered copy.  You gave them credit for what was achieved.  You show the impact of their giving along with emotion.
• You understand that donors don’t give to your charity; rather, they give to a “need.”  You’re merely a tool by which they help make the world a better place.  [Likewise your association is a tool for members to advance their career.]
• You wrote for skimmers as well as for readers.
• Your headlines are exciting, benefit-driven, and intriguing.
• You sat on the front porch and told stories to a friend.  You didn’t lecture from a podium. [Figuratively speaking of course.  But your mindset makes a huge difference in the tone and appeal of the copy.]

There’s more.  But that ought to be enough for now to keep writing great newsletters.  Congratulations!