Raising Money Online: Dizzy Pace but Big Benefits for Savvy Nonprofits

When I say people want to shape their experience, I mean they want control over how and when they receive information. Ultimately that means organizations are going to have to move beyond e-mail. Open rates for opt-in e-mail are plummeting. You know why. You don’t pay attention to all those e-mail newsletters, and neither do many of your supporters. Send the e-mail blasts for those who read them, but offer alternatives such RSS feeds, podcasts and mobile messages. Or design highly targeted e-mail programs like Healthy Child Healthy World’s “First Steps” program for new parents (www.healthychild.org/programs/first_steps).