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[Printer Friendly Version]
The Guide to Nonprofit Email
Essential Strategies, Practices, and Resources
View: Table of Contents & License Info
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By Michael C. Gilbert, et al
(Published February 2006)
$19.99 - Digital Copy, with Personal License
$26.99 - Digital Copy, with Small Team License
$33.99 - Digital Copy, with Large Team License
$39.99 - Digital Copy, with Corporate License
We're very pleased to be offering this extensive new publication to you. It contains thirteen feature articles, seven Quicksheets, and 111 resources, which are divided into seventeen categories, including Communication Strategy, Email Newsletters, Fundraising, Knowledge Management, and Web Related Issues, and are meant to be perused in any order you like.
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Soon, it will have been five years since the publication of the Email Manifesto, More than anything else, this Guide to Nonprofit Email is a sign of how far we have come. Five years ago, the topic of nonprofit email basically didn't exist. Five years ago, nonprofits were wasting their money on splash pages. And even with all that effort going into web sites, it was pretty hard to determine what the practical objectives of those sites were. Things have changed.
In many ways, the Email Manifesto and the work that followed was a rare example of good timing on the part of Michael Gilbert and The Gilbert Center. There was a critical mass of other communication consultants who were thinking the same thing. You will find many of their names in this publication.
I recommend that you use the Guide to Nonprofit Email the same way you would use a guide to a foreign country, once you were already there. The fact is that you are probably already using email in some interesting ways. This guide is dense. It's not padded with examples and it's not meant to be read like a report. It's meant to be read with a notebook or computer at hand and with colleagues who can collaborate on testing the applicability of the enormous amount of valuable advice that you'll find within. The Guide is meant to be applied, not consumed. |
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Table of Contents
Contributing Authors ..... 9
Introduction ..... 10
Articles & Quicksheets
Strategy
The Gilbert Email Manifesto ..... 12
By Michael C. Gilbert
The Enduring Power of "The Gilbert Email Manifesto" ..... 15
A Conversation Between Michael Gilbert and Michael Stein
The Email Savvy Organization ..... 18
By Michael C. Gilbert
The Email Newsletter Marketing Model ..... 22
By Michael C. Gilbert
Twelve Ways to Fail at Email ..... 28
By Michael C. Gilbert
Conversation Mapping ..... 35
By Bruce McKenzie
Email Newsletter Quicksheet ..... 40
Flow of Choices Quicksheet ..... 41
Quicksheet: A Web Site Built Around an Email Strategy ..... 42
Permission
Preventing the Nonprofit Spam Epidemic ..... 44
By Michael C. Gilbert
Chaperoning: The Alternative to List Rental and Spam ..... 46
By Michael C. Gilbert
To Be Heard Above the Din: Communication, Nonprofits, and Spam ..... 49
By Samantha Moscheck
Understanding E-Relationships ..... 54
By Michael Soper
Permissions Framework Quicksheet ..... 57
Chaperoning Quicksheet ..... 58
Implementation
Everyday Software: Email Tools ..... 60
By Michael C. Gilbert
Everyday Software: Nonprofit Online News Publishing ..... 64
By Michael C. Gilbert
Email Design Guidelines for 2006 ..... 71
By David Greiner, Campaign Monitor
Online Publishing Quicksheet ..... 76
Quicksheet: The Email Savvy Workflow ..... 77
Resources ..... 78
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License Information
Personal License:
If you have purchased a copy of this publication with a Personal License, this means that it is for your personal use only. You may make copies for backup purposes or to allow you to personally use it on more than one computer. You may also print a copy, but again: Only for your personal use.
Small Team License (2-5 people):
If you have purchased a copy of this publication with a Small Team License, this means that it is for use by a defined team of 2-5 people only. You may make a copy for backup purposes. You may also print one copy, but again: Only for use by a defined team of 2-5 people.
Large Team License (6-20 people):
If you have purchased a copy of this publication with a Large Team License, this means that it is for use by a defined team of 6-20 people only. You may make a copy for backup purposes. You may also print one copy, but again: Only for use by a defined team of 6-20 people.
Corporate License:
For most of you, we recommend a corporate license. If you have purchased a copy of this publication with a Corporate License, this means that it is for use by people within your organization/company. You may make paper copies for internal circulation (Only to be shared and viewed by official members/employees of your organization/company.). You may post it to your intranet, so long as access to that intranet is restricted to official members/employees of your organization/company.
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