More People See Charities' Emails After Groups Pare Address Lists

The Environmental Working Group was in the middle of an all-out push to raise money when it made a disconcerting discovery. The nonprofit realized that all the fundraising emails it sent to people who used Google’s Gmail service, one of the most popular email providers, were going straight into supporters’ spam folders, not their inboxes.

As big email service providers continue to wage war on spammers, nonprofits are getting caught in the crossfire. The solution, as the Environmental Working Group found out, is a good old-fashioned email house cleaning.