Tips for Growing Your E-mail List

Perkins said nonprofits should put effort into recruiting donors online for a number of reasons. For one thing, more charitable donors are choosing to donate online. Another reason is that donors reached via a variety of different channels — not just direct mail — are the most valuable. Direct mail also isn't as effective with younger donors and is a turn-off for eco-conscious donors. And the Web allows organizations to seize opportunities quickly in reaction to breaking news. For example, in the wake of Hurricane Katrina, Care2 was able to raise about $200,000 on behalf of American Humane as a result of an e-mail blast it sent out.