As a non-profit organization, you rely upon the amount of support you can get from individuals in your community to help you reach your goals. In order to attain the necessary level of support, you need to be in constant communication with your wide variety of contacts, which includes your volunteers, donors and prospects. Not only does this communication need to be frequent enough to keep them engaged, but it also needs to be tailored to your specific audience types so that each individual you interact with feels that you understand their preferences. Using electronic mediums to engage with your potential and current supporters is a great way to control your communications and provide personalized messaging.
Three of the most popular electronic mediums used to directly engage with contacts are email, social media and instant messaging. These means provide direct communication with your potential and current supporters, allowing you to control which groups of constituents receive which messages and when. Benefits of using these types of communication are that you can receive feedback from your constituents, provide personalized messages and connect with your contacts in way that engages at their level.
As with everything else in life, with great power comes great responsibility. These modes of communication can be highly beneficial to your organization, but that is only if they are equally beneficial to your contacts. To protect all recipients of this direct type of communication, there have been laws put in place that all organizations must follow. Canada's anti-spam legislation, or CASL, is a relatively new law that applies to all organizations who use commercial electronic messages to engage with their contacts within Canada. Understanding how to comply with this law can save an organization from a lot of trouble, as well as ensuring that your contacts feel that you respect them and their communication preferences. With these new regulations in place, a lot of organizations want to know: how can I ensure that I am complying with CASL and still effectively communicate with my potential and current supporters?
Answering this question may seem complex, but as long as an organization truly understands this legislation and the needs of their constituents, electronic communication can still be a highly effective tool.
We hosted a webinar in conjunction with ClickDimensions to provide more information about CASL compliance, as well as email marketing best practices and how to improve your deliverability.
The webinar has passed, but you can watch the recorded webcast.
To further help your non-profit with engaging your potential and current supporters in a CASL-compliant way, we’ve pulled together some great resources:
- Government of Canada
- The Canadian Chamber of Commerce
- Canada Legal FAQs
- CASL FAQs for Nonprofits
- What nonprofits need to know about CASL
Disclaimer: This blog post contains very broad information about CASL and its implications, and it is not to be taken for the law itself. This information is not a substitute for legal advice.