Focus On: E-philanthropy: Upping Your E-appeal

The campaign had a huge impact, with memberships growing more than 68 percent in the year following its implementation.

Integrated media use also means utilizing e-tools on the front end, as was the case with an organization that sent out a quick e-mail before its big direct mail package was set to mail. People are more likely to open a package that they know is coming, Haji says.