Recently I've worked with a couple of clients that have membership organizations (such as "Friends of..." or public media stations that encourage people to "join").  This has set me to thinking about the entrance fee barrier we put in front of potential donors.  Wouldn't it be great if donors could step forward--for free--to demonstrate interest and then--later, when they know us better--become even more engaged?   This also has advantages for hooking up with younger donors.  I remember in my 20s and 30s being embarrassed to make a paltry gift.  But I still wanted to get involved. Volunteering was one open door for me--and others.  

Email newsletters offer another way for people to opt in FREE to your mission.  And, if you have a subscription center built behind that newsletter to monitor, cultivate and build a relationship with those who sign up, you have a very effective entry point for future donors who want to get acquainted with your organization.

The North Carolina Blumenthal Performing Arts Center has capitalized on this in an interesting way. They don't just say "sign up here for our e-newsletter."  They invite you to "Join our Email Club" and entice you with the chance to win free tickets.  They also have a way to become a member (i.e. make a contribution) and to volunteer.  And I assume (?) they work hard to move email subscribers and volunteers to become donors. 

This is strategic for several reasons.  People feel that they now belong to something--and the incentive of free tickets (from a trusted major arts venue) may help overcome any reluctance to merely receive more email.  Plus, having people opt-in at their own level of comfort just plain makes sense.

 

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