Nonprofit Online News: The Email Newsletter Marketing Model

Nonprofit Online News: The Email Newsletter Marketing Model: "The Email Newsletter Marketing Model
by Michael C. Gilbert, August 2004
I recently had the privilege of developing an online marketing strategy for Talk to US, an innovative international public education campaign. As part of that work, they agreed to let me share my description of that approach with my readers. The following article has been edited so as to be more generically applicable to any nonprofit organization.
Many nonprofit organizations are now using an email newsletter as the backbone of their online campaigns. The key reason for this is that without a person's email address and permission to correspond with them, we are in a much more difficult position to ask them to do anything - make donations, take action, volunteer, forward information to friends, and so forth. I recommended this classic, email-centric approach to Talk to US.
The flow of communication can be represented roughly in two dimensions. "(more)