PETSMART

Learn how Covenant House captured the Package of the Year and the top award for a mid-level renewal package. Also, learn the specifics about the City Harvest package that won the award for the best renewal campaign and how Helen Keller International captured the most votes for the best acquisition package. In addition to highlighting the key success factors for these great direct mail packages, we will also walk through the strategy behind our e-mail campaign award winner, PetSmart Charities.

The Internet offers a wealth of opportunity for nonprofit fundraisers. But online fundraising is anything but a no-brainer. Successful e-philanthropy requires a strategic approach that involves research, testing and coordination. In a session two weeks ago at the Fund Raising Day in New York 2007 conference, Harry Lynch, CEO of Sanky Communications, an integrated fundraising and communications firm, and Paul Habig, director of Internet services for SankyNet, discussed the process of building an Internet strategy. What follows are their five building blocks to an effective online strategy: 1. Leveraging demographics. The key takeaway here is “remember your audience.” Know who your best donors