E-mail Should Complement, Not Replace, Direct Mail

Following are some tips for creating, sustaining and upgrading donor relationships by elevating current levels of communication via this relatively new medium.

1. An e-mail newsletter program is based on ongoing and aggressive “subscription” drives, executed by all means, including periodicals, direct mail, phone and e-mail, as well as cross-pollination of direct mail and e-mail. Information about the newsletter program should appear in all direct mail appeals, and direct mail packages should contain a heavy graphic and copy emphasis encouraging donors to provide their e-mail addresses.