NTEN Webinar Roundup: Stepping Up Your E-mail Marketing

They recommended creating an online profile, which is a process that zeros in on the unique attributes of an organization's donors, members and advocates so it can get the right information to the right people at the right time and price.

Creating an online profile helps organizations segment and better communicate with stakeholders; differentiate between stakeholder segments; and target new donors, advocates and members. The goal is to find out what is unique about an organization's stakeholders and use that information for acquisition and retention.