Latest articles from DMNews Opinion and Editorial

Use e-mail to maintain consistent and two-way communication with donors

Thu, 12 Nov 2009 16:21:45 GMT

E-mail marketing is a great way to stay in contact with donors. You may send them updates on cause-related events, send a newsletter, and even advise them of an upcoming mailing. The key is to be interactive and get their attention. Show them you care. Show them you understand them and how they can be of assistance to you and your cause. Whatever you are doing, be sure to ask them for a donation.

Offer incentives and information to donors and make sure to ask for permission

Thu, 12 Nov 2009 16:21:43 GMT

Many nonprofits are transitioning from print newsletters to e-mail newsletters to take advantage of cost savings, speed and clickable actions. Building an e-mail list from scratch and growing it to compensate for the inevitable list churn is challenging for many nonprofits.

Employ a combination of online and offline strategies to build your e-mail list

Thu, 12 Nov 2009 16:21:41 GMT

Many of the techniques that nonprofits use to build files do not differ drastically from those of corporate entities. However, one of the most important aspects to maintaining and growing a file for a nonprofit is to sustain the relationship by communicating and sharing the impact of their gift, time and talent on the mission of the organization.

Don't get stuck in a single-channel rut when gathering e-mails from regular donors

Thu, 12 Nov 2009 16:21:39 GMT

We've known for a while that donors who give through multiple channels give more frequently and make larger gifts, but now we're finding that the presence of an e-mail address makes a positive difference in the giving behavior of offline donors.

E-mail marketing best practices for local business

Tue, 10 Nov 2009 00:00:00 GMT

E-mail marketing is one of the most effective retention marketing techniques available to digital marketers today. Whatever business you're in - whether you're a local hairdresser trying to increase return traffic to your salon or a multi-million dollar e-commerce site with more than 1,000 products to sell - e-mail marketing should be one of the highest priorities within your online marketing strategy.

Inbox Insider: Transactional e-mails build loyalty

Tue, 10 Nov 2009 15:23:23 GMT

Transactional e-mails are a great way for marketers to keep up with their customers and build loyalty. Digital bill statements are a good example of this.

Social commerce: Strategies for extending online shopping beyond the e-commerce site

Mon, 09 Nov 2009 17:30:00 GMT

For many retailers, 2009 has been the year of social media. Forrester Research reported that 64% of retailers surveyed invested in social media this year. Investment so far has been primarily around interactive marketing and a fairly straightforward presence in blogs, or other third party social media such as Facebook, Twitter, or YouTube. But for retailers interested in expanding their distribution channel, social media and social networks are quickly becoming an area that they cannot ignore.

'Best Job' campaign worthy of the hype

Mon, 09 Nov 2009 00:00:00 GMT

Who says direct marketing is boring? Perhaps one of the most innovative and unusual campaigns in recent history started as a direct marketing campaign. I'm referring to the "Best Job in the World" campaign by CumminsNitro Brisbane for Queensland Tourism. With a limited budget of only $1.7 million, the agency was tasked with promoting Queensland's Hamilton Island as a desirable tourist destination.

Should mobile efforts focus on the iPhone?

Mon, 09 Nov 2009 00:00:00 GMT

Apple is actively promoting the wide range of applications available for its iPhone. Two experts take sides on whether to focus on that device or a number of smartphones.

What should companies look for in candidates for social media marketing positions?

Mon, 09 Nov 2009 00:00:00 GMT

Now that we are beginning to feel relief from the economic uncertainty that has been hanging around, I hear a lot about the invention of some new roles inside organizations looking to get into social media. Typically this means, "Hire someone who knows our 'space' really well and someone who is an expert in social media."