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

By Paul Barbagallo

“We talk about what JNF is, what JNF does, why JNF is important, but we don’t provide a specific ask [in our e-mail newsletters],” Horowitz says. “We are obviously trying to solicit donations, but we like to let [members] decide how much they want to give.”

In 2003, JNF eclipsed $1 million in online donations. Of the 19,100 donors that gave online, nearly 60 people contributed more than $1,000 each, including three who gave $5,000 each and one who donated $10,000. JNF’s e-mail database of addresses — gathered strictly from its Web site and at various fundraising events — increased by 106 percent in 2003 to more than 100,000. What’s more, 28 percent of all people who gave to JNF online in 2003 were new to the organization, proof of the powerful pass-along effect.