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E-MAIL FUNDRAISING FOR NONPROFIT ORGANIZATIONS: A DIRECT MARKETING POWERHOUSE

E-MAIL FUNDRAISING FOR NONPROFIT ORGANIZATIONS: A DIRECT MARKETING POWERHOUSE

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Published by esefanov4329

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Published by: esefanov4329 on Oct 21, 2008
Copyright:Attribution Non-commercial

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05/09/2014

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 E-MAIL FUNDRAISING FOR NONPROFIT ORGANIZATIONS: A DIRECTMARKETING POWERHOUSEA WHITE PAPER BYEUGENE SEFANOVNOVEMBER 2006
 
ii
CONTENTS
LIST OF ILLUSTRATIONS viLIST OF CASE STUDIES viiPREFACE viiiChapter Page1. WHAT IS E-MAIL FUNDRAISING FOR NONPROFITS? 1EconomicalInstantaneousRelevant and IntimateAllows for Segmenting and TestingProvides Quick ResultsResults Are Easy to Analyze2. DEVELOPING AN E-MAIL ADDRESS DATABASE 13Obtaining E-mail Addresses OfflineTreat Every Opportunity Like GoldPromoting the Benefits of E-mail AddressesObtaining E-mail Addresses OnlinePromoting the WebsiteOnline RegistrationViral Marketing Works WondersE-mail Address Appending3. CLEANING AND MAINTAING E-MAIL ADDRESS LISTS 25
 
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Utilizing an E-Mail Delivery System to TrackBouncesUpdating Donor Information OnlineUpdating Donor Information Offline4. GATHERING DEMOGRAPHIC AND PSYCHOGRAPHIC 27INFORMATIONGathering Via Online SurveysGathering Via Click-Through DataCombining Online and Offline Data5. THE IMPORTANCE OF PERMISSION-BASED E-MAIL 30MARKETINGGetting PermissionThe Opt-In TechniqueThe Opt-Out TechniqueAuthenticating PermissionThe Confirmed Opt-In TechniqueThe Double Opt-In TechniqueUnsubscribingCreating a Privacy Policy6. BYPASSING THE SPAM BOX 38Keeping the Message RelevantBeing Aware of FiltersAvoiding the “Spam” LabelStaying FreshGetting Exempt from Filters

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