Webinar Roundup: Building Your E-mail List

"Remember, the more tailored, the more personalized, the more customized a message is, the better people tend to feel about receiving it. So a generic newsletter that everybody gets is certainly helpful, but it doesn't bring a whole lot of clickthrough and action," Karp noted. "Whereas a letter to a donor that specifically recognizes the amount of their last gift and requests another gift is going to do a lot better."