Maybe of our not-for-profit clients use Mailchimp to keep in touch with their stakeholders. And many find managing audiences lists a little confusing. Mailchimp strongly recommends having one audience list instead of creating multiple lists. For many not-for-profits, this feels counterintuitive—shouldn’t you have separate lists for donors, volunteers, and clients? The short answer: no. Here’s why, and how to organise your contacts the right way.
Why one audience list matters
Mailchimp’s recommendation isn’t just a technical preference—it’s about making unsubscribing easy and keeping your data clean.
- Simpler unsubscribes: If someone opts out, they’re removed from your entire audience. With multiple lists, they might unsubscribe from one but still receive emails from another, which can lead to frustration and spam complaints.
- Better reporting: One audience means consolidated analytics, so you can see the full picture of engagement.
- Lower costs: Mailchimp charges based on total contacts across all lists. Multiple lists often mean duplicate contacts, which inflates your bill.
How to organise your contacts
Instead of creating separate lists, use Groups and Tags:
- Groups: Ideal for letting subscribers self-select their interests (e.g., “Volunteer updates,” “Event news,” “Donor stories”).
- Tags: Great for internal organisation (e.g., “Major donor,” “Board member,” “Client”).
- Segments: Use these to target specific combinations of groups and tags when sending campaigns.
Best practice recommendations
- Start with one audience: Merge any existing lists into a single audience.
- Plan your structure: Decide which categories should be Groups (subscriber-facing) and which should be Tags (internal).
- Keep it clean: Regularly remove duplicates and inactive contacts.
- Communicate clearly: When people sign up, explain what types of emails they’ll receive and let them choose their preferences.
Final thoughts
A single audience list isn’t just Mailchimp’s rule—it’s a best practice for better compliance, lower costs, and happier subscribers. By using Groups and Tags effectively, you’ll keep your email marketing organised and respectful of your stakeholders’ choices.