You’ve heard me talk about email being the highest-ROI channel in your digital toolkit.

But here's the thing, email only works if people actually read it.

And one of the most common reasons nonprofit emails go unread has nothing to do with your subject line, your send time, or how good your copywriter is.

It's that you're sending the same email to everyone.

When my friend, Scott Holthaus at Virtuous Software asked me to answer questions submitted by real nonprofit marketers and fundraisers, I said yes immediately, because these aren't hypothetical questions. They're the same ones I hear from organizations every week.

I want to share my answers here, because I think they apply far beyond any one organization.

On a recent episode of the We Are For Good podcast, I had the privilege of sitting down with hosts Jon McCoy and Becky Endicott for a Working Session dedicated to one of the most asked questions in the nonprofit space right now: How do we grow online giving?

I want to recap what we covered, because I think the conversation went somewhere unexpected. And honestly, that's what made it good.

In my experience with nonprofits, as we increase digital touchpoints (whether that’s email, texts, social ads, or other channels), engagement rates often maintain or even improve.

Before we get into the nitty-gritty, let’s talk about why blog content is such a big deal. Sure, you can crank out weekly posts, but what do those posts actually accomplish?