Electronic mail as a fundraising tool

The World Wide Web has attracted considerable attention and investment in the for-profit and nonprofit worlds, but electronic mail (e-mail) alone can be one of the most effective online fundraising and marketing tools. Its use in fundraising appeals is considered and its relationship to traditional direct mail fundraising discussed. Other more innovative methods of incorporating e-mail into a fundraising mix are explored, including the basic applications of an e-mail signature to the more advanced uses of automated e-mail response systems. This paper is based on research carried out by the author at City University during 1994 and 1995 as part of an MSc course in Information Science and published as ‘Electronic sources of fundraising information for UK nonprofit fundraisers’.