Focus On E-mail
However, match-rates vary, and while appending solves the problem of matching e-mail addresses to current supporters, it is not a substitute for a long-term strategy to build and maintain your e-mail file.
Although building an organization’s e-mail file can seem like a huge undertaking, using some basic techniques makes it simple to get started or accelerate the growth of an existing list. And in today’s increasingly wired world, developing and maintaining a good e-mail file is one of the most important things you can do to support your organization’s direct marketing and constituent communications.
With these simple and effective steps, your organization can begin building an e-mail file of interested constituents, and you’ll be on your way to a more effective e-mail marketing program.
Gene Austin is CEO of Convio Inc. and has more than two decades of experience in product management, marketing and sales. You can read more about this topic by downloading “The Basics of E-mail Marketing for Nonprofits: Using E-mail Communications to Build and Strengthen Constituent Relationships Online” at www.convio.com/e-mailguidedownload.
Theories in Practice
Jo Sullivan, senior vice president of development at the ASPCA, talks about e-mail.
FundRaising Success: How does ASPCA gather e-mail addresses?
Jo Sullivan: We provide an option on every direct mail piece in our program (about 28 million total). The offer is for our free weekly e-news alert, as well as [an opportunity to become] a member of our advocacy brigade for legislative issues regarding animals.
FS: Once you have the addresses, what does ASPCA do with them?
JS: [It depends on whether] we gathered them at the time a gift was made or if someone logged on and registered for our e-news alert. If a donation was made, [the e-mail address] goes into an integrated fundraising tract receiving communications both on- and offline, as well as telemarketing. [E-mails collected through registration only], we consider “warm prospects” and work to convert them to donors through online membership offers.