All Hail the Mighty E-mail

7. Measure your success. E-mail communications help your organization track the effectiveness of the various messages and tailor future messages. By tracking “clicks” on e-mail links and tracking the activity your e-mails generate, you can report your results and act on what you learn.

Coordination between your e-mail database and fundraising-management system is important. Tag your constituent records to reflect each communication and activity. Maintaining donor information in one place will ensure your staff sees the “big picture” and can access the details, which will help build lasting relationships capable of sustaining your organization.