Web Bonus: The Art and Science of e-Cultivation

2. Grow your list size by providing incentives to register. Consider offering compelling site functionality that requires registration to use, such as sending e-cards, or completing and reviewing the results of surveys and polls. For example, Paralyzed Veterans of America has seen success by offering free mailing labels; Easter Seals provides opportunities for supporters to gain national exposure for their creative talents while at the same time helping Easter Seals raise funds through its annual art contest; Environmental Defense asks site visitors to vote on which of the organization’s “Five Big Ideas for the Environment for 2007” is their favorite and provides real-time voting results; and The Humane Society of the United States gained an additional 225 monthly sustainers by sending an online survey to a cross-section of its housefile.