Rapid Donor Cultivation: Getting the First Online Gift Faster

The e-mail series looks to educate and engage new subscribers with a sequenced, in-depth introduction to the organization and IFAW’s key issues. For IFAW, the e-mails educate readers about each of the major animal-issue campaigns important to the organization. To engage subscribers, the e-mail series incorporates advocacy actions, surveys, photo gallery tours and other “active” calls to action. The Internet, while virtual, offers a host of interactive and transactional opportunities; extensive use of these engagement tools is a central theme of the program. IFAW’s program culminates with a fundraising appeal centered on support for a Russian bear sanctuary — historically, a high-performing fundraising issue for [IFAW].