5-Minute Interview--Pat Grayson
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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.
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