Building relationships through newsletters requires stewardship, a wealth of information and just the right amount of ‘ask.’

By Paul Barbagallo

Based on user-profile information gleaned from its Web site, the ASPCA segments donors and inquirers into three groups: dog people, cat people and non-specific constituents for whom no profile information was available. (Every donation, action — such as signing up to receive its e-newsletter — or any other touch point that a constituent makes online becomes part of his e-profile.)