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Deliver Beautiful, CASL-Compliant Emails with CleverReach!

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In 2016, email fundraising accounted for 26 percent of online revenue for nonprofits -- a whopping 15 percent increase from 2015. Whatever the size and focus of your organization is, a thriving email marketing strategy remains key to unlocking impact. 

That’s why TechSoup Canada is thrilled to announce that CleverReach -- a powerful, intuitive email marketing platform -- is now a donor partner!

CleverReach makes it easy to design beautiful emails, deliver them to targeted segments of your subscriber base, and measure their success. The company also offers integration with platforms such as Salesforce, Zapier, and Amazon, ensuring that the various components of your digital strategy come together seamlessly. It’s no surprise that Amnesty International and Greenpeace Switzerland use CleverReach to engage their digital networks.

CleverReach is offering donated lifetime subscriptions to CleverReach software through TechSoup Canada.

CASL and CleverReach

On July 1st, 2017, the newest deadline for Canada’s Anti-Spam Legislation (CASL) comes into effect. While there have been some major last-minute changes to the legislation (namely, the private rights of action provision has been suspended indefinitely), Canada’s anti-spam regulations are still some of the strictest in the world.

The potential consequences for violating CASL are severe -- the government promises to impose fines of up to $10 million on the worst offenders. Unfortunately, you can violate the legislation without ever intending to do so.

The government’s definition of spam has a lot to do with the concept of consent. According to CASL, there are two types of consent: express and implied. Express consent is fairly straightforward. A person “expresses” explicit consent to receive email communications from your organization by subscribing to your list directly (through an opt-in form on your website, by signing up in person, etc.).

Implied consent is trickier. If a person has an existing relationship with your organization -- for example, they have donated to your organization or volunteered with you in the past -- it can be implied that they have consented to receiving emails from you. However, as of July 1st 2017, implied consent is only valid for the two year period following the person’s most recent interaction with your organization. For example: a person sent you a donation on January 1st, 2017. You can keep that person on your email lists until New Year’s Day 2019 -- but if she doesn’t interact with your organization again following her initial donation, the newsletter you send her on January 2nd, 2019 will be in violation of CASL.

And of course, both express and implied consent can be revoked at any time.

It’s a complex law and the stakes are high. To remain compliant, you need both an understanding of the legislation (our webinar with Maanit Zemel, Esq., will help) and a system for detailed record keeping.

Thankfully, CleverReach makes it easy to create robust registration and unsubscribe forms. Make use of text fields, multiple choice questions, CAPTCHA requests, and a double opt-in confirmation process to create a foolproof system for capturing express consent. And integration with CRMs such as Salesforce, SugarCRM, and Microsoft Dynamics helps you track activity across your implied consent lists, so you can always be confident that your communications fall within the two-year period.

CleverReach also offers a bounce management feature (which automatically removes invalid email addresses from your database), blacklists, and spam testing features, all of which can serve to improve your spam ratings. And CleverReach’s automation functionality enables you to set rules so that certain subscriber behaviours trigger specific email responses, saving your comms team precious time and energy. Combined, these features are powerful tools for helping convert implied consent into express.

Ultimately, CASL is a legal framework -- compliance is critical, but it doesn’t ensure that your email efforts will be effective. With CleverReach, you can implement an email communications strategy that nurtures meaningful relationships across networks.   

Next steps

Is my organization eligible for CleverReach’s donated and discounted products?

Products in this program are available only to Canadian Registered Charities registered with the Canada Revenue Agency, Canadian nonprofits incorporated either provincially or at the federal level, and Canadian public libraries with a library symbol from Library and Archives Canada. For more information, visit the CleverReach program details.

How many donations of CleverReach can I request?

If your organization is eligible for the CleverReach offer, you can request one (1) donation of CleverReach, which includes a lifetime subscription for an unlimited number of users, every fiscal year (July 1st to June 30th), anytime you want. See CleverReach’s product page in our catalogue for more information about eligibility and order cycles.

Not registered with TechSoup Canada, but still think you are eligible for donations and discounts of CleverReach?

The first step is to register with TechSoup Canada — it’s free and simple. Once we have processed your registration, we will let you know if you qualify for CleverReach.

Registering with us also grants you access to discounts and donations from up to 30 other donor partners, which includes popular software like office productivity suites, graphic design software, accounting packages and security programs. Find out how the donations program can work for an organization like yours!