Focus On E-mail
* Give site registration prominent placement. Dedicate a consistent area of your home page to promoting online registration. Place it in an eye-
catching spot “above the fold” to reflect its importance.
Consider using an image or graphic to draw attention to this message. Promote registration throughout the rest of your Web site by, for example, including a registration link on every page.
“Forward to a friend” e-mail campaigns, also known as viral marketing, can help you reach new supporters and grow your e-mail file efficiently. In a viral campaign, the organization sends an e-mail with a call to action (such as a solicitation for donations, event invitation or public policy action alert) to the existing e-mail file or to selected groups of constituents in the file.
The e-mail also asks recipients to forward the message to friends, relatives and co-workers so they, too, can get involved. When a new supporter from this previously untapped network of friends clicks through to your Web site to register and take action, you can request permission to communicate with him in the future.
Imagine the effect of one person sending 10 e-mails and then each friend forwarding another 10 ... and so on. If this happens five times, a single e-mail would reach 100,000 people.
E-mail greeting cards, or “e-cards,” are another way to build an e-mail address list through viral marketing. With e-cards, constituents can create their own e-mails — using your e-mail greeting card template, with your organization’s branding — to send to their friends and family.
E-mail appending services
If you have an extensive donor or supporter database but only a small number of current e-mail addresses, consider using an e-mail appending service to quickly begin connecting with supporters via e-mail. These services add a constituent’s e-mail address to the constituent’s existing record in your database. The e-mail address is obtained by matching records from your database against a third-party database to produce a corresponding e-mail address.