NoReply@YourOpinionDoesNotMatter.org

Crissy Lintner

We’ve all seen it. The email that comes through that goes something like this: NoReply@InsertCompanyNameHere.com. Way to make a person feel important, right? 

Well, this happened to me recently, and I took it personally because it was from a local nonprofit I support. We have a family membership with an organization in Dallas and regularly receive communication via email about members-only events and happenings. Normally, the correspondence is from “Members@” or “Event@.” But then, here comes this little gem: NoReply@[organizationname].org  – and it really caught my attention because the subject line said “Your opinion matters.” Oh, really? Delete. 

www.flickr.com/photos/suratlozowick/4605939960

OK, so maybe that was a little dramatic. However, I’ve done an informal poll of some friends since then asking about what they think when they receive an email from a “No Reply” account – specifically when that email is from a nonprofit or organization they’re involved in as a member, donor or volunteer. The response from nearly everyone was along the lines of feeling that their involvement and support do not matter and that their opinions don’t either. 

It seems like such a small thing that shouldn’t be a big deal. And I know it likely has a practical reason behind it. Maybe your organization doesn’t want to be flooded with hundreds of replies to the monthly newsletter email account. Or maybe that email account isn’t checked often and only used for mass communication with your stakeholders. However, nothing can alienate your audience more than seeing “NoReply@” from an organization they care about. That email format is usually what I see from the cable company after paying my bill or from unwanted spam. “NoReply@” triggers my not-important-enough-to-need-my-immediate-attention response. 

A better way? Remember that rule about first impressions? Well, you already made a good one since these people are on your mailing list. But your one goal as an organization is to make your donors/members/volunteers/clients feel good about being part of your cause and retaining them. That means welcoming questions, feedback and input. Believe me – I know how challenging/stressful it can be to respond to questions after sending an email to 1,000-plus volunteers. (I was a volunteer coordinator once upon a time). But I was HAPPY to exchange emails with them. This gave me a chance to make a connection that would reinforce their love for our cause and potentially result in donations because they felt appreciated. 

So, when it comes to email addresses used for mass emails, don’t alienate your audience. Instead, get creative!  A few good alternatives: 

• WeLoveOurDonors@organizationname.org
• YourOpinionMatters@organizationname.org
• BeAHero@organizationname.org (or another theme related to your cause)
• info@organizationname.org (most commonly used, but better than “NoReply@”)

And if your email address is one that is not checked often, change that. You should have no email account that isn’t checked. If you know for a fact you won’t be checking it frequently, add a disclaimer on your correspondence that says “Questions? Comments? This email address isn’t checked very often, but we’d love to hear from you! Please email Suzy Donations at donors@organizationname.org.” Give your stakeholders that warm, fuzzy feeling by showing that you care about their involvement and most importantly that you care about what they have to say.

Leave the “NoReply@” to the customer service and accounts payable departments.  

PR in the Not-For-Profit World

Lauren Hannaford

One of the things we take a lot of pride in is the number of not-for-profit clients that we work with. I currently handle five not-for-profit accounts, and each is unique and exciting in its own way. If you can’t intern at an agency, one of the best ways to get your “PR feet” wet is to do an internship at a not-for-profit in college.

Like businesses with goals to raise revenue numbers, not-for-profits work around the clock to fundraise and win grant dollars and sponsorships. The difference is that after all of the events, communication, fundraising and luring of corporate sponsors, the funds must be put to work through programs and services for those in need. And, that is why the aforementioned efforts are critical.

Because fundraising is so critical to our not-for-profit clients, engaging a PR agency is also critical for many reasons:
1.    Making your not-for-profit stand out in a city with thousands of organizations fighting for the same funds
2.    Lack of time to commit to PR or inability to keep a full-time employee on staff because of funds
3.    Event support and promotion
4.    Sponsor recognition through media relations
5.    Media attention that attracts granting foundations/organizations
6.    Volunteer recruitment
7.    Program and services outreach and awareness

Through the numerous not-for-profit clients that I’ve had the pleasure of working with, one thing remains the same. They are all passionate about their mission. They have to be! That’s why getting a big story about a new program or effort for a not-for-profit is so exciting. When we get feedback about results from our efforts, it’s very rewarding because we know that it will ultimately help individuals and community-wide efforts in some way. Here’s a checklist of tactics that I try to think about often for my not-for-profit clients. One just might spark a new idea for you!

1.    Look beyond the program or service to the individual who will be receiving the service.
2.    Think about how that individual or community group gets their news and communicates.
3.    Time pitches and stories (as best you can) close to the time frame of grant applications.
4.    Share success stories like crazy.
5.    Communicate through all types of media and advertising when possible.
6.    Always be thinking about how to reach new donors.
7.    Find ways to make fundraising events stand out.