The Email Manifesto

Michael Stein, an Internet Strategiest recently spoke with Michael Gilbert, an internationally known consultant, about The E-Mail Manifesto, a document that Gilbert wrote in 2001 and Stein describes as “one of the most important thought pieces to have influenced nonprofit use of the internet.”

The E-Mail Manifesto was one of the key documents that spurred public broadcasters to band together to develop e-mail marketing and online fundraising best practices in the CPB-Funded New Basics Project. I served as Project Manager for the New Basics Project and had the opportunity to work with Michael Gilbert on some research and testing. I agree strongly that the E-Mail Manifesto is an important document that every nonprofit should be familiar with.

In their discussion, Gilbert talks about the importance of communication planning and having a solid relationship building strategy. This is something I talk to my clients about on a regular basis. It’s key to have your end goals in mind and then use e-mail in concert with your traditional communications tools to build one-to-one relationships with donors and prospects.

Read this excellent discussion between Gilbert and Stein about the reasons why the rules of the E-Mail Manifesto still apply today. You’ll also find a link to the Manifesto itself.
http://www.getactive.com/wordofnet/gilbert080805.html