10 Creative Strategies to Cut Through the Clutter

The good news is that the donors are still there; we just need to expand on the ways we connect with them. One solution to the challenge of shrinking list universes is to create your own list of qualified prospects online.

There are many ways to do this:

• Compelling registration offer on your website
• Online interactive devices, like e-cards, petitions and pledges
• Or a microsite dedicated to a particular angle of your organization’s issues

MKDM worked with the American Legacy Foundation, a smoking prevention and cessation organization, to develop a microsite, My Legacy Story. Through the site, Legacy is creating a space for people to share stories about their experiences with tobacco — whether they're about their struggles to quit, hopes for loved ones to quit or, sadly, people that they’ve lost to smoking-related illnesses. It’s also a very effective list-building tool for people who share affinity for Legacy’s issues and might be interested in giving to the organization through subsequent conversion efforts.