Showing Empathy Through Holiday Email Opt Outs

by | May 4, 2021

With Mother’s Day and Father’s Day approaching, organizations are recognizing that these and other holidays may not have positive connotations for their entire audience.  

Rather than sending mass emails to subscribers and risk alienating or causing distress to a portion of their customer base, these companies are giving their subscribers the option to opt out of receiving holiday marketing messages. 

As a nonprofit organization, consider how you can show empathy to your email subscribers. Are there any holidays that could potentially be emotionally triggering to your donors? Offering a temporary opt-out option shows that you’re concerned for them as individuals and can nurture a stronger connection between your nonprofit and the people who support your work.  

Some examples from the for-profit sector provide good templates for consideration… 

Rocksbox, a jewelry subscription company, keeps it simple and compassionate.

Kitsch is a designer hair product company. They took this moment to restate their mission and values.

Photography and film gear company Moment, keeps its message direct and unobtrusive. This email is the equivalent of pulling a friend aside to let them know you’re here for them.  

Considering sending a similar message to your email list?

  • Keep the email short and to the point.

  • Validate your subscribers’ feelings.

  • Don’t sell or ask for donations—this email is about your subscriber, not your organization.

As a nonprofit organization, consider integrating more empathic messaging that honors the personal preferences of your donors to build authentic relationships. A little kindness goes a long way.

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