Case Study: Building a Donor Base Through E-mail, Part 2

"This is a really cool product. It has tremendous application to this audience," says Tim Kachuriak, senior vice president of innovation and optimization at Pursuant Group. "[The Colson Center] said, 'Let's offer this to our members and our e-mail subscribers for a special price.'

"We said, 'We should probably do that, but let's first use this as an opportunity to get people to sign up at a higher level.'"