Case Study: Building a Donor Base Through E-mail, Part 1

"[The Colson Center] had an initial list of some e-mail names … and said, 'Here's what we have: we have a list, we have this new cool brand and this really exciting, strategic focus. What should we do?'" says Tim Kachuriak, senior vice president of innovation and optimization at Pursuant. "… We talked about a membership-based program. We said becoming a part of the Colson Center is in essence joining a movement, and if we think about how we want to communicate that, what actually has a greater sense of value — is it donating to something to support a cause, or is it becoming a member of something, becoming part of a larger movement of people who are focused on taking this Christian worldview and applying it to their lives?"