NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 3

1. Introduce new visitors to your mission
2. Involve: Build trust, offer knowledge
3. Convert: Enable visitors to take action
4. Retain: Broaden and deepen the relationship

The three-legged stool for any campaign involves the brand/mission/story, a goal and measurement tools, Fingar said.

1. The brand/mission/story
Ask current donors why someone would want to interact with your nonprofit above all others, and use their answers. The reasons they give you are the core of what your messaging should be. And communicate what you can do with their $50 that you couldn't do without it.