Know-How Exchange : Social Media

There should have been some language at the time people registered to join your Ning site that would say whether or not they are opting-in for email. In the absence of that, as the host organization, and clearly a not-for-profit, you probably have a little more leeway than a purely commercial enterprise.

But the best idea is to raise the issue on the Ning site directly, and let the participants tell you how they feel. Even better if there's also a poll tool or widget (can't remember off the top of my head.)

Michael Odza

Also - check with Ning's terms of service to ensure you won't be violating any of their rules.

I think you should include a donate option on every email. People signed to your site because of your work and they support it. Money makes it happen. Your readers know this. There is nothing wrong, in fact it is appropriate to ask for financial support.

I have run into this resistance to ask for funds before in the non profit world. Get past it. Without funding your org and all it's work is gone. It's the harsh reality.

Dear Maria,

Your organization's fundraising arm is wrong. Here's why:

The individuals using your NING site did indeed sign up to participate in a conversation on Ning. Nothing more.

And yes, you're right: "If they signed up on our web site it would be different story."

So direct people to your website, offer them something they find compelling enough to consider giving you their name and e-mail address for, and get them to double opt in.

To do anything ELSE with those e-mail addresses is a violation of the CAN-SPAM Act https://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

I have a list of over 600 e-mail addresses that I cannot use.

Why?

Because it's a list of people that did not opt in and then confirm that they want to hear from me.

I've been advised by certain people to use the list anyway, because "everyone does it anyway!"

My gut feeling says: I am not everyone else. So I've deleted the list and I'm beginning again, from scratch.

I hope this helps.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Dear Maria,

P.S. I have another idea about reaching your list (and way beyond).
Please contact me off forum for details. Click on my name above and you'll find my e-mail address.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Your members did sign up to get news and information about your org. Since needing funding is news and information-- they did ask for it. If fact I can't recall one nonprofit who doesn't announce not only their good work, but the annual fundraiser, etc-- just like any other event.

As far as the 600 list. It depends. When you opt into a list you are often asked "do you want related email info from our partners". You say yes-- and you've given information for that list to be rented. If you just inherited it from someone-- don't use it.