In our last post, we discussed the merits of starting a blog for your nonprofit organization (NPO). Blogs are a great way to keep in touch with and engage your supporters. You can also gain permission to update them on your NPO through email blasts and newsletters.

In this age of digital communication, it’s vital that you regularly engage the people interested in your organization. But you can’t do it without a healthy mailing list. How can you expand a wimpy mailing list to make your efforts pay off?

Make the ask: Provide a sign-up sheet at business events, health fairs, farmers markets, and community events so interested attendees can provide their email address. Make it clear that they are agreeing to receive news from your NPO. You could even provide a small incentive, like a bumper sticker or key chain with your organization’s logo, to everyone who signs up.

Utilize your website: Along with a form for in-person events, your website should have a newsletter sign-up form on every page. Make it easy for supporters to find it, and they’ll fill it out. Be sure to make it a quick and easy process. Test it often to make sure the form functions properly.

Leverage fundraising events: When people sign up online or purchase tickets for fundraising events, capture their email address at the same time—and let them know they’ll be receiving occasional correspondence.

Don’t miss opportunities in your office: Allow people to sign up for your newsletter at your reception desk.

Speaking events: If a member of your NPO’s board of directors or management team is speaking to a group, provide a sign-in or guest book to capture the names and email addresses of interested attendees.

Ensure privacy: Include language such as “Your privacy is important to us. We will never sell or disclose the information you provide us with.” This helps you overcome a great hurdle to obtaining email addresses. People want that assurance.

Finally, ask your newsletter recipients to pass it along to their friends and families who might be interested in your organization. You’ll find many signups will occur as a result of receiving the recommendation of a trusted friend or colleague.