Technique Articles

Use e-mail to maintain consistent and two-way communication with donors

Bob Stein, VP of list management, Trinity Direct November 12, 2009

E-mail marketing is a great way to stay in contact with donors. You may send them updates on cause-related events, send a newsletter, and even advise them of an upcoming mailing. The key is to be interactive and get their attention. Show them you care. Show them you understand them and how they can be of assistance to you and your cause. Whatever you are doing, be sure to ask them for a donation.
 

Offer incentives and information to donors and make sure to ask for permission

Kivi Leroux Miller, president, EcoScribe Communications & Nonprofit Marketing Guide.com November 12, 2009

Many nonprofits are transitioning from print newsletters to e-mail newsletters to take advantage of cost savings, speed and clickable actions. Building an e-mail list from scratch and growing it to compensate for the inevitable list churn is challenging for many nonprofits.
 

Employ a combination of online and offline strategies to build your e-mail list

Matthew Mielcarik, principal consultant, Convio November 12, 2009

Many of the techniques that nonprofits use to build files do not differ drastically from those of corporate entities. However, one of the most important aspects to maintaining and growing a file for a nonprofit is to sustain the relationship by communicating and sharing the impact of their gift, time and talent on the mission of the organization.
 

Don't get stuck in a single-channel rut when gathering e-mails from regular donors

Catherine Algeri, senior account director, InfoGroup Nonprofit November 12, 2009

We've known for a while that donors who give through multiple channels give more frequently and make larger gifts, but now we're finding that the presence of an e-mail address makes a positive difference in the giving behavior of offline donors.
 

Best advice for building nonprofit e-mail lists

November 09, 2009

Multiple tactics help marketers tackle e-mail list building in the nonprofit sector. Four nonprofit experts share their top recommendations for growing e-mail databases effectively, while minding permission.
 

Mail is the workhorse of b-to-b marketing

October 26, 2009

Business-to-business marketers seeking hard-to-reach prospects and looking to address their pain points and know that direct mail provides key benefits as part of an integrated campaign. Four experts share how it's done
 

Leave online cart abandonment behind

October 12, 2009

E-commerce retailers have long been frustrated with consumers' propensity to fill an online shopping cart, only to get cold feet at the checkout screen. Four experts offer potential solutions to this problem
 

Leads let you down? Look at the source

September 28, 2009

You can't implement effective lead generation initiatives without a good database. Four lead generation experts share their tips on keeping data clean, sourcing data, qualifying leads and following up.
 

Score big with goal-driven Web analytics

September 14, 2009

As technology gains sophistication, choosing and implementing a Web analytics strategy grows more complex. Four experts share advice to ensure you're making the best choices for your company
 

Get the most bang for your mailing list buck

August 31, 2009

Buying and renting mailing lists can be an expensive proposition, but it's still an essential part of direct marketing. Four experts share how you can make the most of your list marketing budget this fall