I thought that this article was really interesting. It's geared towards for-profit companies, but I think that there are some great things that can be taken from this. One thing that is overlooked all the time is the 2nd tip--make sure that you identify a goal. This is so important! Is the organization just looking to get people volunteering again?, to reactivate a donor? or to get them to become advocates? Identifying these goals BEFORE you start designing and implementing an email campaign is crucial to its success.
Another thing that I thought was a really great point was figuring out why these people have left/stopped donating/etc. Were they receiving too many emails? Were the emails that they were receiving not interesting to them? This could be a reason to implement a "communications preferences" portion to the website so that you can hear from the constituent how often and on what topics they want to hear from the nonprofit. This information is important for designing future email campaigns!!!
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