Focus On E-mail

Theories in Practice

Jo Sullivan, senior vice president of development at the ASPCA, talks about e-mail.

FundRaising Success: How does ASPCA gather e-mail addresses?

Jo Sullivan: We provide an option on every direct mail piece in our program (about 28 million total). The offer is for our free weekly e-news alert, as well as [an opportunity to become] a member of our advocacy brigade for legislative issues regarding animals.