NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2

In Part 2 of the NTEN webinar series — Tactics for Finding More Online Donors, Members and Advocates: When Organic List Building Tactics Aren’t Enough — presenter Alia McKee, principal, Sea Change Strategies, discussed a few tactics organizations can use to get offline donors online.

Why go through the effort, you ask?

• Because these donors know you already, they'll donate across channels.
• You can deepen engagement and loyalty.
• The Web shortens response time.
• And it allows you to tap into their social circles online and help them evangelize for you there.

Tactic 1
The International Rescue Committee sent a postcard to high-value offline donors who had given via credit card, driving them online to a tax receipt with an e-mail collection device. McKee said IRC narrowed the donor universe to only credit-card donors to minimize costs, figuring that credit-card donors would be more responsive.