The Center for Economic Growth trades envelopes for in-boxes.

By Meghan Curtin

Other fundraising organizations can benefit from such a winning strategy, provided they take necessary steps before transitioning from paper-based to e-mail marketing and practice smart outreach once the new program is initiated.

Take it easy
Organizations interested in shifting to permission-based e-mail marketing should take steps to ease subscribers into the new program, including explaining the decision to its existing contacts and gathering accurate e-mail addresses. By alerting members to the change and confirming their compliance, fundraisers can help ensure a smooth transition.