Should You Ask Visitors for Their Email? The answer depends on what you’re offering in exchange. I recently explored a nonprofit’s planned giving website and came across an option to download an eBrochure. “Great!” I thought. “Time to do some homework on the competition.” I clicked the link and was immediately presented with a popup requesting my name and email address in exchange for the eBrochure. I obliged (with an alias, of course). And … I was promptly redirected to a generic eBrochure that was clearly available to anyone, anytime—no personal information needed. The Value Exchange: Give and Take Look, if I give away my personal information, I expect to get something valuable in return. And I strongly suspect I’m not the only person who feels this way. So here’s my rule: If you’re asking for personal information on your website, make it worth your visitors’ while. Let them know upfront