Illuminating the Four Stages to Online Fundraising

The first e-mail you send prospects should offer an unsubscribe option and include your privacy policy. The bottom line, Weiner said, is to "make sure your audience wants to hear from you by e-mail."

2) Cultivation. The first contact you make with prospects acquired through the above means should not be an ask, Weiner said, proposing that you spend several months to a year building a relationship. "Work on informing, engaging and involving new constituents," he explained.