CEO Milan Taylor oversees the programming and daily operations of the Rockaway Youth Task Force, an organization serving the needs of young people in Far Rockaway, New York. Dedicated to his organization’s continued success, Milan Taylor constantly seeks out new ways to improve his nonprofit.
Nonprofit organizations around the world rely heavily on email to spread news and communicate with supporters. Many organizations utilize this electronic medium for fundraising campaigns, especially in times of specific need. Unfortunately, a recent study shows that spam filters block seven percent of emails from nonprofits before they even reached the recipient.
The 2016 Nonprofit Email Deliverability Study, conducted by the customer relation management firm EveryAction, led researchers to calculate the fiscal impact of these blocked emails. As it turns out, each percentage point of filtered email is equivalent to approximately $1,052 in missed revenue. This means that the average nonprofit may be losing more than $7,400 in potential donations to spam filters each year, not counting the operational costs of acquiring email addresses and sending the emails to begin with.
Nonprofits may be able to minimize spam labeling by making unsubscribing easy, keeping email lists up-to-date, and sending only important and pertinent communications.
