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Build an Email List Donors Actually Open
November 24, 2026 10:00 am CT
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Email marketing is alive and well, but your emails are only as good as the list you send them to. If your list is stale, shrinking or full of people who never asked to hear from you, even your best appeal won’t land. One week out from GivingTuesday, this session covers how to grow a list of people who want your emails, keep them engaged between asks and turn more of those opens into gifts.

You’ll learn:

  • Where to put opt-in forms on your website so visitors actually use them, starting with your homepage
  • How to keep the conversation going between asks, because a list isn’t just a collection of people to ask for money
  • How to keep your list current, active and growing, and what to clean out when it’s dragging you down
  • Why every email should send readers to a focused landing page with one ask instead of your homepage
  • A last-minute checklist to get your list ready for GivingTuesday and year-end appeals

About the Presenter

Headshot of a smiling woman with long reddish-brown hair.

Mary Kate Gulick, Marketing Strategist

Meet Mary Kate Gulick, the strategist behind Firespring’s content program and a marketer who knows how to turn an audience into a following. With more than 20 years in marketing, she has built award-winning content programs, led teams across four continents and helped some of the world’s most recognizable business brands become more findable and memorable.

At Firespring, Mary Kate helps nonprofits get in front of the people who matter most to them, through content that educates, inspires and moves people to act. A data-driven strategist and story-driven communicator, she is known on the conference circuit for her direct, entertaining style. Over the last few years, she’s launched industry-leading podcasts, along with an award-winning content hubs, and was named WealthManagement.com’s CMO of the Year in 2022. She’s also an Amazon bestselling author on the topic of digital marketing.

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