Power Shift: Succeeding Online in a Donor Centric World

2. Rethink your e-mail communications.
Be "donor-centered" by writing content that is of interest and value to the donor. Don't be a slave to your schedule; if you don't have something compelling to communicate, skip sending the e-mail. Pay attention to engagement metrics, e.g., open rates, clickthrough rates. All of these things, along with segmentation and personalization, will lead to more effective e-mail communications and stronger constituent engagement.