Focus On E-mail

FS: Where does ASPCA stand as far as its e-mail marketing/solicitation strategy is concerned?

JS: We are pretty sophisticated, I think. For the past three years, the ASPCA has cultivated and tracked online donor behavior. Preliminary [Lifetime Value statistics] show us that donors with e-mail addresses give up to twice as much as those without during their time on file.The program has grown over 150 percent in the past three years as our methods become more sophisticated and integrated with the offline efforts.