5-Minute Interview--Pat Grayson
FS: What are some things you see as necessary in your e-mails?
FS: What are some tips you can give other nonprofits in terms of e-mail fundraising?
PG: The messages have to be uniform, [and] they have to be consistent, not just in direct mail on paper but in e-mail, in our public relations and our fundraising and all that we do -- so we have made more of a concerted effort within the last year to target our marketing and to have it as an agency-wide objective to have the same message. We embarked upon sort of a new marketing approach and campaign in the last year because we didn't want to send mixed messages, and because we are a large organization and we've been around for a long time, since 1853. We wanted to make sure that there wasn't confusion about what we do.
Our effort to appeal to the e-mail group is an effort to appeal to a younger group -- working professionals -- realizing that older people and senior citizens, quite frankly, are increasingly using e-mail too. So this is all an effort to broaden our base of support, to increase our overall awareness out there, to raise funds. To increase public awareness, but to market a common message.
Pat Grayson can be reached via http://www.childrensaidsociety.org