If your nonprofit has been relying on Mailchimp’s free plan to stay connected with your supporters, you need to know about a significant change coming your way. . .

Mailchimp is reducing their free plan from 500 contacts to just 250 contacts. For many nonprofits, this means it’s time to evaluate your options and potentially migrate to a new platform. This shift isn’t just about cost, it’s about understanding the value of your email list and finding a solution that supports your mission without draining your limited resources.

What’s changing?

Mailchimp’s free plan previously allowed nonprofits to maintain up to 500 subscribers at no cost. The new limit of 250 contacts means that if your list has grown beyond this threshold, you’ll need to either pay for a subscription or find an alternative platform.

For context, here’s what Mailchimp’s paid plans would cost at different subscriber levels:

Annual costs: For a nonprofit with 500 subscribers, this means approximately R2280 per year. For 1000 subscribers, you’re looking at R4440 annually -- a significant expense for organisations already operating on tight budgets. 

Why your email list is your most valuable digital asset

Before we dive into alternatives, it’s crucial to understand why your email list deserves investment and attention. Unlike social media followers, your email list is an asset you truly own.

Here’s why your email list matters:

• Direct access: Email lands directly in your supporters’ inboxes. You’re not competing with algorithms or paying for visibility.
• Ownership: Social media platforms can change their rules, shut down, or lock you out. Your email list is yours, portable across platforms.
• Higher engagement: Email consistently shows higher conversion rates than social media for fundraising, event registration, and volunteer recruitment.
• Relationship building: Regular, valuable newsletters keep your organisation top-of-mind with donors, volunteers, and beneficiaries.
• Cost-effectiveness: Compared to print materials or paid advertising, email offers remarkable ROI, especially when you find the right platform.

It’s crucial to understand why your email list deserves investment and attention. Unlike social media followers, your email list is an asset you truly own.

This is exactly why choosing the right email platform isn’t just about cost, it’s about ensuring you can maintain and grow this vital connection with your community.

Exploring your alternatives

The good news? Several platforms offer more generous free tiers or nonprofit-friendly pricing.

Let’s compare your options:

*Brevo’s free plan: Unlimited contacts but limited to 300 emails per day (9,000 per month).

Platform Comparison: What You Need to Know

1. Brevo (formerly Sendinblue)

Best for: Nonprofits with larger lists but moderate sending frequency

Setup difficulty: Easy; No technical DNS setup required. Simple sign-up and import process.

Pros:

• • Unlimited contacts on the free plan
  • User-friendly drag-and-drop email builder
  • Includes SMS marketing capabilities
  • Good deliverability rates
  • Automation features on paid plans

Cons:

• • Daily sending limit of 300 emails (9,000/month) on free plan
  • Brevo branding on emails in free tier
  • May not suit organisations sending frequent newsletters to large lists

2. Zoho Campaigns

Best for: Nonprofits already using Zoho ecosystem or willing to invest time in setup

Setup difficulty: Moderate to Difficult. Requires technical DNS configuration (MX records, SPF, DKIM) for optimal deliverability. This typically needs someone with technical knowledge or assistance from your hosting provider.

Pros:

• • Generous free tier: 2,000 contacts and 6,000 emails/month
  • Affordable paid plans
  • Integrates seamlessly with Zoho CRM and other Zoho apps
  • Advanced segmentation and automation
  • A/B testing capabilities

Cons:

• • Requires technical DNS setup (MX records, SPF, DKIM) for best results
  • Steeper learning curve than Mailchimp
  • Interface can feel less intuitive initially
  • Email deliverability depends heavily on proper technical configuration

3. Everlytic

Best for: South African nonprofits wanting local support and compliance

Setup difficulty: Easy to Moderate. Professional support available. May require some DNS configuration for custom domains, but local support team can assist.

Pros:

• • South African company with local support
  • POPI Act compliant
  • SMS integration for South African networks
  • Potential nonprofit discounts (contact for pricing)
  • Billing in ZAR

Cons:

• • No free plan
  • Pricing not publicly available; requires consultation
  • May be more expensive than international alternatives for smaller lists

Choosing the right email platform isn’t just about cost, it’s about ensuring you can maintain and grow this vital connection with your community.

Understanding the technical setup

One of the biggest considerations when switching platforms is the technical setup required. Here’s what you need to know:

Which platforms require some tech setup?

• • Zoho Campaigns: Yes, requires full DNS setup for optimal deliverability
  • Brevo: Optional but recommended for custom domains; can start without it
  • Everlytic: May require setup; support team assists
  • Mailchimp: Recommended for custom domains but simplified process

Important: If your nonprofit doesn’t have technical staff, Brevo offers the smoothest transition as you can start immediately without DNS configuration. Zoho, while more affordable, may require help from a volunteer with technical knowledge or your web hosting provider. However, once Zoho is set up, you won’t need further tech support.

Making your decision

Choosing the right platform depends on your organisation’s specific needs:

• Limited technical capacity and don’t need to send more than 300 emails a day? Start with Brevo for its easy setup and unlimited contacts.
• Have technical support? Zoho Campaigns offers excellent value with its generous free tier. And you will only need the tech support for your first newsletter setup; after that it works very similarly to Mailchimp.
• Need local support and compliance? Everlytic is worth exploring, especially if you can negotiate nonprofit pricing.
• Very small list (under 250) and unlikely to grow? Staying with Mailchimp remains viable if you’re comfortable with the platform.

Getting your newsletter strategy right

Switching platforms is the perfect time to evaluate whether your newsletter strategy is working. Many nonprofits invest significant time creating newsletters without knowing if they’re effective. Are your emails being opened? Are they driving action? Are you making the most of this valuable channel?

This is where a solid foundation becomes crucial. Understanding email marketing best practices, measuring what matters, and crafting content that resonates can transform your newsletter from a time-consuming task into a powerful engagement tool.

Final Thoughts

Mailchimp’s free plan reduction doesn’t have to be a crisis -- it can be an opportunity. Use this moment to evaluate your options, potentially save money, and ensure your email marketing strategy is as effective as possible.

Your email list is too valuable to leave to chance. The time you invest now in choosing the right platform and strengthening your newsletter strategy will pay dividends in deeper donor relationships, more engaged volunteers, and a stronger community around your mission.