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

By Catherine Algeri

The final question
Why do you need to e-mail donors? Donors are critical to the health of our organizations, but it’s not an exclusive relationship. They are donating to other organizations and, increasingly, are being approached online for gifts.

In fact, FY 2009 budgets for most direct marketers, on average, have planned for a 55 percent increase in e-mail prospecting budgets, according to the article “Less for More” in the June issue of Direct. Staying at the forefront of your donors’ minds with e-mail has gotten much easier — and far more critical.