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

By Paul Barbagallo

“We try to reinforce the idea that the newsletter is their newsletter,” says Dracker, who has been writing for “ASPCA News Alert” since its inception in 2000.

Typical newsletter subscribers have never made a donation, are predominately female companion-animal owners, usually open the newsletter two to three times each month and live in New York, Illinois, California or Florida — the most densely populated areas of ASPCA newsletter subscribers. Right now, the organization does not have enough information to pinpoint age and income demographics.