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Email Manifesto Firestorm
By Michael C. Gilbert, May 2001
Ever since we published The Gilbert Email Manifesto (GEM) a few weeks ago, readers have been clamoring for more on the subject. The least I can do is continue the conversation by capturing some of that response.
I. What People Had to Say
We got more print requests for this piece than for any other in our history, including ones from the Direct Marketing Fundraisers Assocation, Philanthropy News Network, GoodCause Magazine, the National Education Association, and the Direct Marketing Association.
As I had hoped, the response was mostly positive.
"It's about time someone broke the stranglehold the web seems to have on everyone's brain cells."
One consultant complained, "nearly every time I get 'We just really want you to do a web site (for free)' and don't want to dedicate the time or money to strategizing how online technology might help them in many different aspects of their work."
"The Web (and other tech tools) are high-profile, glittery showcases that drive funding in the short term (whether or not they are effective). Foundations and individuals alike drive how money is spent and what projects get worked on and we all get sucked into that...."
"I know lots of organizations with great web sites, that I don't give a darn about. Then I know others with simple web sites, but because of regular or semi-regular interaction, feel more of a connection to the group, and am far more willing to donate my money or subscribe to their content."
"Such a wonderful firestorm. These lists can get so boring sometimes. Thanks for changing that!"
"I think (like Stanley Kubrick with "A Clockwork Orange") Michael is MODELING the process he espouses; that is, he has sent an email to a relatively active list, and included a link to his own website that he would like everyone to visit. Whether we got it or not, many of us DID click on that link. And, I'd venture to guess, that increased the hits to his site, and thereby proving his own point... VIA EMAIL!!!!"
There were certainly objections and concerns raised, many of them from a mailing list of nonprofit webmasters. They ranged from defensive to thoughtful.
"So I guess you will be taking down www.gilbert.org and www.socialecology.org shortly, Michael?"
"Our members would not take kindly to extra e-mail to their desktops because they are very busy and would not appreciate the extra mail."
"Our association uses a comprehensive communication strategy that involves print, email, the Web site, and listserves. No one element of this strategy is successful without the other."
"While a web-savvy individual can easily tell what he means, a newcomer could easily mistake his article to be referring to an online version of the common household 'junk mail' that online we call SPAM. Don't confuse this to mean that the article advocates spam. It doesn't. But in failing to be specific, giving examples, it leaves room open for this common erroneous 'transfer of ideas' from the world of paper mail."
I want to offer a special thank you to Katie Thomas for her generous copy editing of the original piece. It was much improved as a result.
II. A Story of Email Strategy in Action
One woman (who, for reasons related to the oppressive politics of the country in which her organization works, would prefer to remain anonymous) shared this story:
"I like to tell the story of the foundation where I am board member and volunteer web person. The organization raises money to support projects that support children in a foreign country. Anyway, we did our first online appeal - donate $35 and get your name on a crib in a brand new orphanage. No online transactions.
"We just used specifically targeted email lists and listservs of people that we know care deeply about the issue. Bada Bing Bada Bing - we raised about $10K in two weeks. And, one person who we emailed came to peruse the web site and other projects - contacted the director and offered to fund one of the projects described ($25,000) through their family foundation.
"We started to collect email addresses for an email list if people wanted to be contacted about updates/news for the foundation. The list is growing, not huge yet. But a couple days ago, the director emailed me with some great news about one of the orphanages passing a government inspection (and the need for a new water pump ($300) donation. I sent her news dispatch/pitch to list - and within 15 minutes I got an email back from donor offering to donate money for the pump."
This is exactly what personal relationships with donors look like and it's a clear illustration of the power of email to nurture them. If you have other stories about your use of email that you would like to share, please feel free to write to feedback@gilbert.org.
III. Resources and Further Conversation
Readers shared several useful resources with us, including:
Please send your recommendations of other resources to feedback@gilbert.org.
IV. Advice from Readers
Several readers offered excellent pointers. Some of my favorites:
Institute a guideline for the maximum turnaround time for responding to unsolicited incoming email.
With regard to managing staff, regard email as the same kind of legitimate work as any other kind of communication.
Measure the impact of your email activity.
The only good email is a short email. Longer pieces are best left to the web, but in a simple and easy to access format.
Some of the best advice came more in the form of aspirations:
"Systems should adapt to people, not vice versa. "
"Information should build power not create isolation."
V. What's Next
As of this writing, we have just completed a survey of Nonprofit Online News subscribers which looks into their strategic use of email. We'll be publishing a report on that survey and conducting further surveys on other sample groups.
We will also do a case study of how we at The Gilbert Center handle our email relationship management, with a look at the workflow and systems for personalizing our outgoing email, giving readers control over their accounts, surveying readers, and so forth.
We will also continue to track the progress of this conversation as it continues to spread through the nonprofit community.
Thanks for the encouragement.
If you found this article interesting or helpful,
please consider making a donation to Nonprofit Online News.
It will probably feel good!
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