5 Internet Strategy-building Musts

Multi-wave campaigns are another technique. An example of this is a campaign by PetSmart Charities, which mentioned a fundraising campaign in its newsletter and then sent out e-appeals for the campaign shortly afterward.

Testing e-campaigns is as important as testing direct mail. Test things like timing (what’s the best day of the week to send out an e-mail?), the subject line and the “from” line (should it be the organization’s president’s name or the organization’s name?).