Using E-mail to Engage

With prospects and donors receiving a plethora of e-mails on a daily basis, the bar to generate excitement from an e-mail and elicit an action from a recipient is high. Nonprofits that can come up with creative ways to get prospects' and donors' attention will have the best results building relationships and getting donations in an already saturated e-mail landscape, Haji says, citing as an innovative use of e-mail a GetActive environmental client that asked people for their e-mail address, promising to send a report of who's polluting in the respondent's neighborhood.