Following is a sampling of new-to-the-market and newly managed lists.
Community-based organizations come in many flavors: small, large, health-centered, arts-centered, etc. They’re as varied in scope and size as the communities they represent. But they do have one thing in common: They are distinctly qualified to directly impact their surrounding cultures.
“Community-based programs are unique to fundraising efforts because of the potential impact they have on emerging and existing issues within their specific community — and also because of the organizations’ vast knowledge and connection to their community,” says Monique Hanson, chief development officer of the YMCA of the United States.
For its own protection and the protection of its constituents, it’s important for an organization to have a list policy if it is selling or exchanging its member or donor list. A list policy, says Virginia Dambach, director of marketing communications for DEI, an umbrella organization that serves the development and marketing needs of public radio stations nationwide, should outline mutual expectations between the organization and those with which it rents or exchanges its lists. An organization should create a list policy that it feels comfortable sharing with anyone, whether it be other organizations or its own constituents. DEI recommends the following tips
The Human Rights Campaign, a civil rights membership organization that works for gay, lesbian, bisexual and transgender equality, doesn’t take list rental and exchange lightly. Dane Grams, HRC’s online strategy director, took some time recently to speak with FS about HRC’s policies regarding list rental and exchange, sharing some practices that you might find helpful at your organization. According to Grams, HRC rents and exchanges its list with fair-minded organizations and companies that are GLBT supportive. All requests for clearance of its list go through its list broker and are pre-screened. Requests that make it past the broker are put through a rigorous approval
Sure, you want your new supporters to feel welcome, but a welcome package isn’t always the way to go. In a white paper on cultivating new e-mail list members, Eve Fox, vice president of M+R Strategic Services, suggests organizations skip sending welcome messages to new list members. M+R is a full-service consulting firm that designs and runs legislative, media and policy campaigns for organizations. Fox cites data from tests the company conducted for some of its nonprofit clients that show welcome messages to be an ineffective first communication form for newbies. Fox recommends sending new list members a typical action alert or fundraising