Focus On: E-philanthropy: E-volving with the Times
With giving levels on a slow climb, e-mail has emerged as a surprisingly effective fundraising tool.
Albeit unglamorous, e-mail is person-to-person communication — the fundamental baseline of direct marketing — and the one thing that breaks down barriers faster than anything else on the Web, Gilbert says.
“An e-mail-savvy organization is one that collects e-mail addresses on its Web site in some useful fashion, that has a newsletter, that is able to ask people for things online, move people to action and is able to listen,” he says.
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