Yesterday, I received an e-mail newsletter from a friend at a local non-profit (who I will not embarrass by naming). The e-mail was sent from a yahoo account and all the addresses were cc’d.
Putting aside the e-mail etiquette issue of sending a mass cc e-mail, there was one huge disaster that my friend was completely unaware of:
Using a free e-mail account for your non-profit makes your non-profit look like sh*t.
With one click of a send button, he created at least three negative branding issues:
- Using a free e-mail account says that his NPO cheap.
- Using a free e-mail account says that his NPO is not established.
- The ads displayed in these e-mails are promoting products that may work against his cause
E-Newsletters are better sent using a web service like Constant Contact, AWeber or IContact. All of these services provide graphic templates that project and protect your brand by looking professional. These tools also are very inexpensive, have flexible reporting and list management utilities, and require no IT support.