Rx for a Fatigued List
Health care, midterms, stimulus, oh my! There’s a lot going on these days and maybe you’re asking a lot of your organization’s volunteers, donors, and activists. Maybe asking so much that you’re worried about “list fatigue”.
“List fatigue” is the notion that the people on your email, direct mail, phone, and other lists are tired of hearing from you and tired of being asked to participate. They’re still supportive, but they’re “fatigued.” It’s a common explanation for everything from declining response rates to bottomed-out website traffic.
Three things to consider if you’re worried your lists are suffering from fatigue:
1. Prove it. How do you know your list is tired? What does that mean to you and your organization? Define the indicators, measure them, and make sure it’s not just you who’s exhausted.
2. Give it a rest. While we’re proponents of consistent communication with supporters and activists, we know that sometimes list fatigue is real. Maybe your organization is just on the flip side of a major fundraising push or grassroots campaign aimed at the Hill; you’ve asked a lot of your people, and they’ve delivered. It’s OK to take a break. Halve the frequency of your outbound emails, shift from a direct ask to a softer ask, and stay off the phones for a couple of weeks. Give your supporters a chance to miss you.
3. Mix it up. Maybe your list isn’t tired generally, just tired of the specific thing you’ve been hammering them with of late. Veer a little bit: talk about something new, make a completely different ask, tell the story in a completely new way.
Be sure to set your evaluation criteria, time frame, and measurement protocols in advance so you can be certain about when your lists are fired up and ready to go again on your behalf.