​

"Come give us money!"

↑ That's how I interpreted an email I received this morning.

It was from a nonprofit I've loved and supported for years. When I searched my inbox to see if they've sent me any other email since I subscribed (as a donor) over a year ago? Nada.

I was excited when I saw them in my inbox, but I didn't feel prioritized as a donor.

Yeah, many nonprofits run on tight budgets and teams, and it's probably not intentional. But you know what I'm willing to bet? They'd raise a lot more money in this upcoming fundraiser if they'd engaged with their email list before making this ask.

There's nothing wrong with asking for money. That's how we make sales and raise funds. But your ideal audience wants to feel like a priority. They want to feel valued beyond their wallets.

Think about how you're engaging with your email list, Reader. Are you providing value or laying the groundwork for a lasting partnership, or are you simply seeking a sale or donation?

If your communications have been purely transactional, it's not too late to engage with your subscribers instead.

Community is in. Transactional relationships are out.