Unsubscribing doesn’t Need to be Goodbye

I’m always shocked by the non-profits that I work with who think that a supporter unsubscribing from their email list means that they want to leave. Often times it means that the supporter just doesn’t like the content that you are sending them. I was reminded of this when reading the article Retailers Magnify Opt-In, Opt-Out E-mail Sub Processes this morning.

Bonnie Malone, director of strategic services at Return Path, said consumers who “unsubscribe” don’t necessarily want to end the relationship with the company. “Marketers shouldn’t view the process as negative, but rather an opportunity to learn what subscribers want and how they perceive services,” she said.

How do you know why supporters are leaving? Ask them on the way out – on the unsuscribe page let them:

  1. Change their email address
  2. Change the content they are subscribed to
  3. Sign up for RSS feeds, podcast streams, etc.
  4. Ask them why they are leaving.

If you’re investing dollars into bringing supporters onto your email list, you should also invest the energy into retaining their interest. This means sending them personalized content that they are interested in, and asking them how you can improve the relationship before they head out the door. Can you imagine not stopping a good friend to ask them what is wrong as their are storming out of your party? Same applies to an email relationship – communicating with your supporters and asking them “what’s wrong” before they leave can save the relationship, and save your organization money in recruiting costs.


Getting the Most out of YouTube

There’s no denying that the future of reaching people online involves creating and distributing videos via YouTube. In May of 2008 alone they had 12.6 million unique visitors.
So how do you get your video in front of those viewers?

Step 1: Get started, create an account, upload videos

Create an account, upload videos with appropriate tags (tags=keywords). When creating your videos, keep in mind that you want your first and last frame to have your organization’s brand, message and URL and you want to select a good image as the still frame image to attract viewers.

Step 2: Make sure to label your account something that other people will search for.

When creating your account, pick a URL that matches your brand name or the keyword phrase for which you want to be known. Make sure to use words that your supporters might use to find you.

Step 3: Customize your YouTube Channel Homepage

Create a homepage that is branded with your organization’s logo as your channel’s profile picture. Use the colors of your logo to design your YouTube Channel.
Step 4: Create a short, strong description for your channel

When creating a YouTube description for your channel, make sure to use your organization’s elevator pitch sprinkled with your keyword phrases. People don’t visit YouTube to read, so make sure it’s short. Make sure to link to your organization’s website.

Step 5: Apply to the YouTube Nonprofit Program
If your nonprofit has 501c3 status and is correctly listed in Guidestar.org, then apply for YouTube’s nonprofit program. After approval, your channel will be listed in the nonprofit directory, you will allowed premium design and branding options for your channel [including a Google “Donate Now” button], and an increased opportunity to be promoted on YouTube.

Step 6: Promote yourself.

Subscribe to other channels. People are more likely to link to you when you link to them. Make sure to put your YouTube link on your other social media profiles and your website.
Step 7: Measure your success.

Make sure to measure your success using YouTube Insight. I have an old post about how to use YouTube Insight here.