BUILD
YOUR INTERNAL FILES - Understandably, your donor
file will always give you the most return on any given e-mail. Next would be your internal prospecting file
and finally any external prospecting file.
As a point of clarification, the internal prospecting file are those
people who have shown an interest in your organization but have not donated
and, as one would expect, are more apt to give than any external list. In other words, the “priority order” is to
solicit those who have given before, those who have shown an interest in you,
and lastly strangers.
GET
A DECENT ESP - To conduct an E-mail Fundraising
campaign you must have an Email
Service Provider (ESP). Basically,
there are three types - Entry Level, Intermediate, and Advanced. There are a variety of things that will
differentiate ESPs. One is the size of
your list. Another consideration is the
“billing” process. Typically, for
Intermediate and Advanced ESPs billing is “volume based,” while for the Entry
Level ESPs it is “file size” based.
Functionality is another determining factor: The more advanced the greater the number of
functions - especially in the realms of integration and reports. As can be expected, the more advanced your
ESP the more expensive it will be.
An example of an entry level ESP is iContact, and will usually be used
when your mailing list is 10,000 or less.
Bronto would be a middle level ESP, and is for the organization whose
list is 10,000 - 100,000. An advanced
ESP is for lists of 100,000+, and a good example of this would be Exec Target.
To learn more about the other strategies in email
fundraising, visit my blog now!