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

Lastly, she shared these tactics for getting your organization out to the public:

Tactic 1
E-mail list rental and standalone e-mails. Organizations can buy access to publications' or organizations' e-mail lists. McKee says she's seen better response when standalone e-mails promote an action rather than just ask for donations. When you're doing list buys, McKee recommended tracking your success and looking at key metrics such as number of new signups, number of new donors, revenue generated by new donors, average gift, cost per new signup and cost per new donor. Look at these metrics over time, e.g., month one, month two, month six.

Tactic 2
Chaperoned e-mail list swaps. This is when organizations agree to send out e-mails to their constituents on another organization's behalf. McKee said these are free and can be very effective.

Tactic 3
Co-registration. This is the process of getting opt-ins from another organization's registration process. Care2 is an example of a group that is a large source of co-registered names through its petition site.