Focus On E-mail

FS: Once you have the addresses, what does ASPCA do with them?

JS: [It depends on whether] we gathered them at the time a gift was made or if someone logged on and registered for our e-news alert. If a donation was made, [the e-mail address] goes into an integrated fundraising tract receiving communications both on- and offline, as well as telemarketing. [E-mails collected through registration only], we consider “warm prospects” and work to convert them to donors through online membership offers.