The e-mail Savvy Organization

Michael C. Gilbert (www.gilbert.org) has conducted extensive research, and written as extensively, on the subject of nonprofits using e-mail. He published the Gilbert E-mail Manifesto earlier this year and in it, urged nonprofits to develop an e-mail strategy and begin collecting e-mail addresses in earnest. As direct response marketers, these are words we like to hear, and words we repeat often.

Michael's latest treatise is called "The e-mail Savvy Organization" and in it, he lists five characteristics of nonprofits that qualify them for "Savvy" status:

"The Email Savvy Organization:

• Collects email addresses on their web site, often on the front page.
• Publishes one or more email newsletters to its stakeholders.
• Can survey its stakeholders online and capture that information.
• Can raise money through email.
• Has an email strategy."

The entire concept is laid out neatly, in words and a diagram, at: http://news.gilbert.org/savvy. Michael (and we) would like to hear your comments on this.

You may also want to review E-mail for Nonprofits at this site.

August 2001

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