Unlocking the Power of Email Acquisition

A Study of Email Acquisition at Canadian Charities: Part One

Email acquisition is often overlooked by nonprofits, even though it plays a critical role in fundraising. According to M+R’s 2022 benchmarks report, nonprofits raised $90 for every 1,000 emails sent, highlighting the value of email marketing for revenue and long-term donor engagement. However, during our review of 120 charity websites, we found that many organizations prioritized beautifully designed donation pages but neglected email sign-ups. Common issues included hard-to-find subscription forms, lack of compelling value propositions, and overly complicated processes. Some sites even lacked confirmation pages, leaving users unsure if they had successfully subscribed.

The good news is that many nonprofits can significantly improve email acquisition by making a few simple changes. Our study aims to inspire charities to convert more website traffic into supporters and donors by offering insights, practical steps, and real-life examples. This post is the first in a two-part series that will explore our findings and provide actionable tips to enhance the email sign-up experience.

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Enter your name, email and click ‘Sign Up Now’ below to download our report to learn how Canadian charities can improve their email acquisition programs and enhance the email sign-up experience for donors.

Interested in growing your fundraising? Please send us a message through our Contact Us page or reach out to our Chief of Strategy, Wes Moon, by email at wes@frontier.io or phone at 647-588-2882