With giving levels on a slow climb, e-mail has emerged as a surprisingly effective fundraising tool.

By Paul Barbagallo

“We have a strong in-house video department, and we have used these assets to some success on television but hadn’t had a good way to use them on the Web,” says Joe Mann, senior advisor to HSUS’ e-community department.

The effort dropped a combination of biweekly and weekly messages to 14,000 opt-in subscribers who requested information from HSUS’ Web site (www.hsus.org). The newsletter featured streaming video images of various animals, accompanied by news, tips and online-donation capabilities. One particular newsletter presented a video of the organization’s president explaining why a small monthly donation amounts to a sizable annual gift.