All Hail the Mighty E-mail

3. Define a goal for your e-mail campaign. Now that you know which group to contact, the next step is to define the goal of your message. Like direct mail, e-mails should have a specific purpose and/or a call to action. Examples include generating online donations for a specific campaign, building awareness of an issue, informing volunteers of the latest news, driving members to complete an online survey or soliciting registrations for an event. The success of your e-mail campaign will be based on how it helped you accomplish your specific goal.