For many years I have been a big fan of e-mail. It is convenient, it’s fast, it’s cheap and, if used well, can raise funds for your charity. And, what you probably didn’t know it can also create involvement with your target audience, as I will show you in this blog.
But in my time as a marketer, for some undefined reason, I always had to fight on behalf of e-mail with programs people (it is too shallow to tell what we have to say), communications people (TV is better) and sometimes even the board (my wife doesn’t like it if you send her e-mails). What’s worse, I see many fundraisers still not using it as well as they could (or not at all!). (more…)