Adrian Beney's FAQs

Beney.org.uk | FAQs

Note that all of these FAQs date from before the implementation of the Privacy and Electronic Communications (EU) Directive. They shold not be relied upon in 2015 or later. But they do provide a bit of interesting historic detail, and some of them are still up to date.


Section: E-Fundraising

Question
Have you done any fundraising by e-mail? What were the results like?

Answer

I have tried some e-mail donor renewal and found it very disappointing compared even to Direct Mail.

This could be a symptom of the way people react to e-mail, or the way we did it, or both. I am not sure. All I know is that the e-mail renewal was less than half as effective as the Direct Mail.

Having said that e-mail can be a really good way of providing an instant fulfilment message in a phone campaign, for reminders, and for underscoring a direct mail piece.

But I think it's not yet a mature enough medium, and too easy to delete, to be an effective fundraising tool on its own for general alumni fundraising.

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