Done correctly, this once-maligned strategy can be a real boon to your list health.

By Catherine Algeri

Managing your expectations
Before you pitch the e-mail append to your boss or your board, make sure you are managing your expectations, which means avoiding these common fantasies:

Fantasy No. 1: I will immediately make money!
Yes, the average value of an e-mail address on your file is $7.86 a year. Yes, many organizations are recovering five to 10 times what they invested. But this did not happen with one e-mail; nor did it happen without a strategy. When you mail a 48-month lapsed donor, what type of response rate are you expecting? Look at your audience, and determine realistic response rates. E-mail is a fantastic way to cultivate your lapsed donors at a low cost.