As with any new industry, the early days of online fundraising were filled with both success and failure. Some organizations quickly found a new stream of revenue... while others found themselves struggling to get out of that black hole known as the spam filter.
Now in 2008, a year where political donors broke every record for online giving - even raising $10 million on a website in one night - organizations can move forward with online outreach knowing that others have blazed the online trail before them.
Over the last five years fundraisers have found a successful model for reaching out to their donors online - in the form of the well-coordinated email append.
Email Append- A Definition
The email append at its best takes a portion of your donors and activists - those with whom you have established relationships - finds corresponding email addresses and gives these donors a chance to decide whether they want to hear from you via email - and then appending these names to your files.
Common Fears About Email Appends
Before I outline the difference between a good email append and the type likely-to-relegate-you-to-the-spam-folder-for-all-time, let's address the immediate concerns most non-profits raise when considering an email append.
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