“E” Is for Engagement

In the end, Gaffny whittled down the best practices of the best e-efforts into these 12 tips:

1. Be relevant. Be local.
2. Highlight video on your Web site.
3. Engage constituents (quizzes, games, video, etc.).
4. Leverage techniques that work in the mail (matching gifts, headlines, Post-its, etc.).
5. Send information in bite-sized chunks.
6. Work at channel integration.
7. Personalize your organization.
8. Be visual.
9. Say thank you in different ways.
10. Ask “friends” to get the word out.
11. Be timely. Be there.
12. Highlight your partners.