Spread the Word: The Nitty-Gritty of Nonprofit Communications

Take a Tip from Me, DNC August 29, 2008

I have just unsubscribed from all email updates from barackobama.com. No, it wasn’t because of Obama’s mediocre speech last night…. I am a Democrat and will vote for Democrats whether they deliver speeches I like or not. However, I will not put up with email overload from my own party. Go spam the Republicans, I say!

Seriously, though, here is my tip for the DNC and the Obama campaign and for any organization that wants to use email successfully to reach constituents: Don’t rely on a one-size-fits-all approach to email. This is a losing strategy.  Here’s why:

Some people like to hear from you every single day. Many don’t. Have a Plan B for those who love you like a friend rather than like a boyfriend. When I just unsubscribed from barackobama.com, that was the only choice I had—unsubscribe—completely—from all communications from Obama—forever! I didn’t want to break up with him for good, but he MADE me! This is bad communications strategy at it’s finest.

Here is what should have happened when I clicked “unsubscribe.”:

I should have been taken to a page with *choices*. I should have been asked, “Do you really want to unsubscribe from everything forever? Or do you just want us to ease up on your inbox a little bit? How about one email a week? How about one a month? How about emails only on the following topics? C’mon, you don’t really mean this. We can work it out, baby. I know I’ve been smothering you, but it’s just because I love you. You need your space. I understand. Can’t we at least compromise?” And I would have compromised. One email a week would have been ok. I could have settled for that. But instead, he lost me forever.

Take a tip from me, DNC: Give a girl some room or lose her forever. NARAL, NRDC: You’re next. When I click “unsubscribe,” I’d better get the opportunity to customize my communications, or I’m out. Hasta la vista, baby.