Blog

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.

Recent Blog Posts

Best AI Uses For Nonprofits

So much has been written about AI, it can be hard to know what to think! We checked in with our resident tech expert Danielle Pinto for her thoughts on AI’s applications for nonprofits. Spoiler alert — it’s neither good nor bad. But there are some cautions … Can you...

How Do Your Numbers Compare?

Bob Merrigan summarizes the 2023 M+R Benchmark Report. The M+R just released the 2023 Benchmark Report, their "2024 Spin Through the Gripping World of Nonprofit Digital Programs." I'm a fan and wanted to read it as soon as it was available. I'd encourage you to as...

M&C Doggos & Cattos—Krunchie

Krunchie—Owned by Erika Slinker Beagle/basset hound Loves: Toys she can tear the stuffing out of, sunbathing, long naps, cheese, car rides, cuddling, and walks (including stopping and sniffing everything on the way!) Dislikes: Dogs bigger than her, hilly car rides,...

‘The Arts Taught Me Resilience, Work Ethic, & Patience’

Laura Tyler Strawn - M&C Digital Manager - working in her basement studio In this Q&A with M&C’s Laura Tyler Strawn, we continue our conversation about how a background in the arts and humanities can lead to many different careers — and provide an edge...

Three Changes Nonprofits Sending Bulk Emails Need to Make NOW

Starting in 2024, Gmail (30% of users) and Yahoo (18% of users) email services will have strict new guidelines for bulk email senders. This could affect if your emails end up in spam or not. The new requirements will hopefully help combat the flood of spam emails in...

LIKE OUR POSTS? SUBSCRIBE!

A monthly recap of Insights & Ideas from the M&C team will be delivered to your inbox.

"*" indicates required fields

Subscribe
Name*
This field is for validation purposes and should be left unchanged.