Email has become the default communications tool for nonprofits because it’s both affordable and fast. Email has the distinct advantage in allowing you to include links that direct your readers to your website where they can donate, register, etc… The question remains, how often should we be contacting our distribution lists?
Monthly emailing to a typical person on an email list is the most popular frequency expected by nonprofits in 2013 at 42%, followed by every other week at 17%, quarterly at 15%, and weekly at 14%. This changed only slightly from 2011 and 2012. More than three-quarters of nonprofits (76%) plan to email their typical supporters at least monthly, which is down slightly from 78% in 2012 and up from 75% in 2011. According to recent surveys, most organizations expect to email on a monthly basis.