Who should be on my mailing list?
ARTICLE
Most ministries know to include donors on their mailing list. What about everyone else? It’s easy to think mailing should be reserved only for those who already give. Mail isn't cheap. But your list isn’t just a tool for keeping supporters informed (more purposes of ministry mailing). It’s also a bridge to new relationships and future generosity.
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A well-curated mailing list can multiply your donor base, your number of dedicated prayer warriors, your ability to encourage others, and the encouragement you receive. Opening up your mailing list will cost you more (time, energy, and money), but it is well worth the cost.
Audience Segments to Consider
Your mailing list will be full of different segments. Even if you haven't thought through it well, you can probably bunch some of your donors together based on how they came to be a supporter of your ministry. There are segments that naturally exist. We want to think through these segments well, because they may inspire ideas on who you need to add to your mailing list.
Our list of segments will be prioritized. The groups at the top are the ones you definitely want on your list. The ones at the bottom are the ones that would be nice to have if your budget allows. Think through your budget and make the right determination based on the type of mailing you are sending out.
1. Active Donors
This one’s obvious and essential. Anyone who has given to your ministry in the past year should be a regular part of your mailing list. These individuals have already said “yes,” and ongoing communication helps reinforce their connection and remind them why their support matters.
2. Past Donors
People stop giving for many reasons. That doesn’t mean they’ve stopped caring. Stay in touch with former supporters for at least 12–24 months. Circumstances change. Your past donors may prove to be a great resource for either new support or new connections. Consistent updates may be what reactivates their engagement down the line.
3. Ministry Alumni
Who knows the impact of your ministry better than those who have been involved before? Whether it is someone who went through one of your programs, attended an event, or volunteered to serve, you should keep them up to date with what's going on. You don't have to ask them for financial support right away, but they may turn into great donors if you continue to keep them in the loop.
4. Network Connections
Who else do you know that may be favorable towards the work you are doing? Ask them for their mailing address and if you can include them on your newsletter list. Even if they're not direct donors you'll benefit from the advocacy, referrals, and collaboration they can provide. Consistent communication will build the type of trust that can transform them into a lifelong supporter!
How to Expand your Mailing List
Your mailing list should be intentional, but don’t make it exclusive. Not everyone who receives your newsletter will donate, and that’s okay. Some will pray. Some will share. Some will give later. Your job is to make sure they feel connected and invited into the story.
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So how do you expand your mailing list? Start by capturing contact information from people interacting with your ministry in meaningful ways. A simple way to ask for that information is by using one of these lines...
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“We send a quarterly update with stories of what God is doing through the ministry. It’s a great way to stay connected. Would you like to receive it?”
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“I put together a simple quarterly newsletter to keep friends and supporters in the loop. Can I send it your way?”
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“Would you be open to getting our quarterly ministry update? It’s just a quick way we share what God’s doing and how people can be praying.”
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When they say yes, get their address and add it to your mailing list!
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