This month sees both Oxfam and the Royal Society for the Protection of Birds (RSPB) move into email marketing. Amnesty International and Comic Relief are also among a growing number of charities turning to email to help them meet objectives.
"It's a great opportunity for charities, said Jeff Barnes, vice president of sales and marketing at Bluestreak. "They're more likely to get money from individuals who have opted in and it helps build relationships."
Bluestreak is helping Oxfam develop an email communications calendar, which it will use to conduct permission-based email campaigns, including three-weekly email newsletters to more than 9,000 subscribers. In addition, another 50,000 emails will be sent out monthly to supporters interested in Oxfam's work.
Meanwhile, the RSPB is working with e-marketing firm Ignite-Mail to boost online membership recruitment and lead generation. It is emailing cold lists this month to drive people to its website, where it captures their data to build its own opt-in database.
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