Using E-mail to Engage

If you think about the Internet as a venue for direct marketing, Haji says, e-mail is really online direct mail. As such, nonprofit organizations should be considering things like the size of their databases and metrics and looking at how their lists are responding and growing. But maybe most importantly, nonprofits should be using e-mail as both a recruitment and engagement tool, building relationships, and beginning two-way conversations with donors and prospects.