These days everything we do builds our email list.
- Social Media
- Events
- Networking Meetings
- Press releases
- Podcasts
- Printed materials, and so on, and so on.
You want to build a list of people who [fill in the blank with your call to action] as soon as you need them to. A great list of loyal helpers! That’s the goal.
Your social media followers are not enough. That can be a first step, but not the end. If something happens to that channel that you don’t own and you’re sunk. Profiles get hacked, they get put on probation indiscriminately, and the people who run social media channels are careless. (By the way, I highly recommend you read Careless People by Sarah Wynn-Williams, Facebook’s whistle blower.)
Five Reasons to Build Your Email List
1️⃣ Ownership Matters
Social media algorithms change, while email lists give you direct access to your audience without relying on a platform.You don’t own your social media list like you do your email list.
2️⃣ High ROI
Email marketing remains one of the highest-return tools for nonprofits and small businesses, turning readers into donors, clients, or champions.
3️⃣ Deeper Relationships
Emails allow for consistent, personal storytelling that builds trust and keeps your mission top of mind.
4️⃣ Drive Action
Whether you need donations, volunteers, or purchases, email is a proven channel for motivating people to take the next step.
5️⃣ Segment and Personalize
You can tailor your messages to donor levels, interests, or customer types to increase engagement and response.
Five Ways to Build Your Email List
1️⃣ Offer a Useful Freebie
Create a simple guide, checklist, or resource aligned with your mission (“5 Ways to Help Kids Thrive” or “10 Tips to Help You Land Any Job”) in exchange for an email sign-up.
2️⃣ Add Sign-Up Prompts Everywhere
Include sign-up links in your social media bios, website homepage, email signature, and receipts/event registration pages.
3️⃣ Use Events and Webinars
Collect emails at in-person or online gatherings, offering to send slides, notes, or follow-ups for those who sign up.
4️⃣ Engage Through Social Media
Post “want more?” content that leads to your email sign-up page, such as “Get our free monthly tip sheet” or “Be first to hear about our classes.”
5️⃣ Ask in Person (with Permission)
At community events, pop-ups, or front desks, ask, “Would you like to receive updates or resources from us?” using a QR code or clipboard sign-up form.
To capture possible and probable customers and referral sources, getting them on your list is the first step, not the only step. Yes, sometimes you meet someone and they are ready to buy/donate/volunteer/advocate, but that is not typical. Your first encounter is an introduction. You might have several more steps before they are ready loyal helpers. Start saving and capturing those emails if you haven’t already been doing that.
If you are feeling confused and overwhelmed by the constant barrage of new ways to promote yourself, enjoy her no-nonsense approach you can learn more about in this free 30-minute webinar, ESCAPE MARKETING MANIA right now.
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