Putting Value on E-Mail Addresses
Convio, the online fund-raising consulting company, has calculated the fund-raising value of e-mail addresses that nonprofit groups collect from donors and other supporters.
According to the Convio study, an e-mail address is worth $7.86 to charities that use e-mail appeals for fund raising. An address is most valuable for health organizations ($8.32 per address) and animal advocacy groups ($6.99). It is significantly less valuable for environmental ($2.59) and public-affairs ($2.60) organizations.
The results are discussed on the blog Frogloop. Frogloop is a blog by Care2, a popular social-networking Web site that connects charities with supporters and other charities. The blog discusses best practices among nonprofit professionals about online fund raising, advocacy and member acquisition.
Full-text blog posting (above) by Peter Panepento via The Chronicle of Philanthropy's Prospecting Blog, 4.7.08.
Labels: prospecting
posted by Katie Drossos @ 10:05 AM
1 Comments:
Thanks for mentioning Convio, here. A great post was also written on our Convio blog, Connection Cafe, discussing the value of email. It references the Frogloop calculator which you might also be interested in as it is a great tool to help with this assessment. You can see the post at http://www.connectioncafe.com/post/connectioncafe/fish_frogs_and_files.html
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