What’s In My Inbox | NRDC shows you how to do non-financial engagement right

March 6, 2019


You care about your supporters, and you want them to know. You see them as more than mere financial transactions. In fact, you see them as cool, varied, individual human beings, rather than an entity — a “donor base,” or a collective of people. If you want your donors to understand that you appreciate them on a human level, you need to show them. So non-financial engagement is a great way for you to communicate with your supporters that you see them as people with hopes, dreams, ticks, and various reasons for giving to you.

I came across a terrific example of non-financial engagement recently, so here it is. It comes from the National Resources Defense Council (NRDC). This United States-based international environmental group is headquartered in New York but has offices scattered around the country, as well as in China and India. NRDC boasts several programs focused on resolving environmental issues. Advocacy, litigation, and education are vital aspects of their work.

The message I received is an email with a clear call-to-action, which first shows up in the subject header: Help the planet by inviting friends to watch this film. The title of the message reinforces this. Through screening the film, NRDC is encouraging their supporters to help save the planet. They’re inviting them into their mission and allowing them to be ambassadors. They’re inviting them to bring their friends and loved ones on board. They’re inviting them to join a special movement for creating positive change in the world.

It’s pretty clear that NRDC thinks highly of their supporters. They see potential in them. They believe in them. They appreciate them.

Check out the email message in full below. Notice, too, that after the sign-up link, a small storytelling showcase follows, and that’s followed by a link to their social media (Facebook). You can find the donation button if you scroll to the very bottom, but it’s not the focus here. The engagement is.

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