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.
“We wanted [our constituents] to read stories about people and places they knew and heard about to generate interest in the newsletters,” says Howard Horowitz, director of marketing for JNF. “It’s a matter of providing them with something familiar to relate to.”
The underlying goal of each newsletter is to motivate recipients to purchase Tree Certificates, Water Greeting Cards, bar- and bat-mitzvah invitations and Water Certificates — items available on the JNF Web site (www.jnf.org). Below the salutation of each newsletter is a redirect link that takes members to one of two areas on the site: a page that allows donors to designate an action area for their donation, or the JNF store page.
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