Casting a Wide ‘Net’
The Humane Society of the United States successfully uses the Internet to reach donors’ hearts — and their wallets.
Our two newsletters, which were sent to a combined 32,000 people, fared no better. One e-newsletter was sent sporadically, as time allowed, while the other was sent by an altogether different department, which was using a different e-mail messaging system.
We also were unable to tell who opened our e-mails. We didn’t ask our e-mail subscribers to donate — and it showed. Our online income in 2002 totaled $154,000, much of it from event registrations.
- Companies:
- The Humane Society Of The United States
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