Grooming Your E-list

Organizations are finding that online advocacy campaigns not only build lists, but also are an effective vehicle for converting supporters to donors. The International Rescue Committee collected more than 15,000 names from an advocacy petition focused on Uganda. Then it sent a follow-up fundraising e-appeal, which was more than twice as successful with IRC’s online activists as with non-activists. The percentage of recipients who donated was two and a half times higher for online activists (those who signed the Uganda petition) compared with non-activists.