Nonprofits, local groups, associations, and hobby clubs are rediscovering discussion lists as the most reliable way to connect, collaborate, and build true community.
Community Over Marketing: Why Group Email Is Making a Comeback
Since the rise of social media in the 2000’s it seems nearly every person, business, community and nonprofit has “gone social” in one way or another. Everyone wants to stay connected, and what a better, easier way than to use free social media platforms.
Free is good, but not always great. Free means there’s no cost, except your time, and sometimes your time, with frustration. Using only a free platform, consider the art of conversation as a nonprofit planning a fundraiser project
Those involved may find it a challenge to follow a meaningful discussion. Comments and posts are scattered, replies get buried, and the thread may be almost impossible to find later. And conversations seem to vanish under endless scrolling.
Members may not realize it’s the Social Media platform that decides who sees what and sometimes what you can say. A great idea might never make it to half of the group. And when the detail of the project is in one post and volunteers that offer to help, in another post, and questions about the project in another post—its chaotic. It’s easy to miss something important.
Text Messaging Isn’t the Answer
Ah you might say there’s always group text. Texts are handy, but not great for group communication either.
- In a group text, replies often come at different times. One person is responding to the first message, another is replying to the third, and soon the conversation is jumbled. With text, once the thread scrolls off your screen, finding past details means endless scrolling.
- Not everyone wants to give out their personal phone number, and large groups may hit size limits.
- Texts buzz your phone constantly. For active groups, that means distractions all day.
Consider if your nonprofit is planning an event and relying only on group texts for communication. Some people reply right away, other hours later, and soon the conversation is a jumble of half-answered questions. Important details get buried, and new volunteers have no way to catch up.
The Comeback of Group Email
Group communication can be messy. Before SM and text, email lists were the best communication tool money could buy. However, they became overshadowed by social media platforms – with unwrites promise of a bigger reach and flashier engagement.
However recently something interesting started to happen: Communities are coming back to email. And this time, it isn’t about newsletters or sales funnels — it’s about connection.
Communities are returning to email, group email to stay connected. They are going back to the simplicity of the Discussion list — a technology that’s been around for decades and is experiencing a quiet resurgence.
Many organizations that relied heavily on Facebook Groups, LinkedIn, or X (Twitter) to bring people together have discovered that those platforms constantly change rules. They limit organic reach and often prioritize ads over conversations.
In contrast, group email lists (discussion lists) put control back in the hands of the community. Every message lands directly in members’ inboxes, unfiltered. And in order it was sent. No algorithm stands between a member and their group.
Why Email Still Works for Communities
- Email has stood the test of time. Unlike trendy platforms that rise and fall, every professional and volunteer still checks their inbox daily.
- Simplicity: Reply, hit send, and you’re part of the conversation. No learning curve, no chasing notifications across multiple apps.
- Accessibility: Email discussions are inclusive for members who may not use or want social media.
Who’s Using Group Email?
We’re seeing renewed growth in:
- Nonprofits – volunteers and donors prefer clear, direct communication.
- Local groups – community boards, clubs, and hobbyists want a central place to share updates.
- Associations – professionals use lists to swap expertise, coordinate events, and build networks.
- Hobby clubs — are finding email lists perfect for community updates and discussions.
- Professional associations are rediscovering email as a way to connect members across locations, industries, and time zones.
More Than a Newsletter
Unlike newsletters, which push information out one-way, discussion lists are a two-way engagement. They give every member a voice — whether that’s sharing expertise, asking questions, or brainstorming ideas.
For organizations looking to build real belonging instead of one-way broadcasting, group email lists are proving themselves as the most reliable tool around.
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