http://www.nonprofitlearning.com/2008/04/02/the-search-for-sneezers-how-to-find-first-time-donors-in-epidemic-proportions/ Online learning for the nonprofit sector Fri, 25 Jul 2008 03:25:19 +0000 http://wordpress.org/?v=2.5 http://www.nonprofitlearning.com/2008/04/02/the-search-for-sneezers-how-to-find-first-time-donors-in-epidemic-proportions/#comment-26 Email Donor Lists Growing, Open Rates Dropping « i On Nonprofits Tue, 20 May 2008 21:54:37 +0000 http://www.nonprofitlearning.com/2008/04/02/the-search-for-sneezers-how-to-find-first-time-donors-in-epidemic-proportions/#comment-26 [...] This article summarizes the findings of an NTEN report examining the state of fundraising email campaigns. One interesting thing that arises from these statistics - it’s becoming harder and harder to measure “open rates” to begin with because the way we consume email has become so varied across platforms and contexts. This prompts the question of whether or not “open rate” is a meaningful measurement anymore? Are there more relevant ways that we can measure the effectiveness of online appeals here in 2008, taking into account the bigger picture of online cause engagement? How do we arrive at a measurement of your cause’s online “esteem,” for instance? How do we work to increase the depth with which people interact with an organization? How do we get a sense of the breadth with which people are connecting their friends and colleagues with a cause (see: “sneezers“)? [...] […] This article summarizes the findings of an NTEN report examining the state of fundraising email campaigns. One interesting thing that arises from these statistics - it’s becoming harder and harder to measure “open rates” to begin with because the way we consume email has become so varied across platforms and contexts. This prompts the question of whether or not “open rate” is a meaningful measurement anymore? Are there more relevant ways that we can measure the effectiveness of online appeals here in 2008, taking into account the bigger picture of online cause engagement? How do we arrive at a measurement of your cause’s online “esteem,” for instance? How do we work to increase the depth with which people interact with an organization? How do we get a sense of the breadth with which people are connecting their friends and colleagues with a cause (see: “sneezers“)? […]

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