If you'd like to use direct mail (printed pieces distributed in mass to a targeted population), lists of your target audience(s) can be purchased or leased from a list company at a nominal fee. While we don't formally endorse them, we've found that the contacts on InfoUSA lists to be pretty accurate, and their fees are competitive.
Mailing lists for your target audience can often be obtained from professional organizations or other groups — with this route your list is usually far more accurate.
For instance, some human resources professional organization chapters will rent their list for a nominal fee. If you have a workshop series coming up on conflict in the workplace, or how to create a workplace environment that brings out the best in employees, this would be a great list to target.
Remember, it isn't always necessary to contact the individuals you're targeting directly. In other words, it may be even more effective to create a promotional partnership that allows your partner to communicate to your target group on your behalf. This approach not only helps you build strategic alliances (which has long-term benefits beyond a specific event), but it typically gives you added credibility. Read more about creating strategic alliances to promote your events in the Fundraising Toolkit >>
For more information about working with the media, visit this page: Everything you need to know to work with the media
Do you want to give visitors to your web site the option to add their name to your mailing list — such as to receive a monthly e-newsletter? Add an "opt-in" form to your web site. ("Opt-in" refers to individuals who have "opted" to join your list voluntarily. These individuals should always have the option to remove themselves from your list at any time.).
We recommend creating an account with one of several reputable email marketing vendors (such as those identified below). These vendors charge a modest monthly fee to provide the HTML code to add an opt-in form to your web site, manage your database for you, and provide an easy-to-use web-based interface to distribute email broadcasts and/or enewsletters to this list. Fees are usually determined based on how many people are on your list and how many broadcasts you distribute monthly.
Most of the vendors below offer templates for those with little to no HTML experience, making it very easy to send professional-looking HTML emails to your list. While we don't formally endorse any of these vendors, we have had positive experiences with each and encourage you to check them out:
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We absolutely encourage you to meet the code of ethics and standards associated with permission-based email promotion. That means that every individual you promote to by email has given you permission to contact them.
For more information about the current trends and code of ethics of permission-based promotion, we recommend reading these resources provided by our colleagues at eRoi.com >>
Gone are the days when we could harvest emails off of the Internet and blanket people with promotional information. In fact, you run the risk of having your email (or organization's URL) blacklisted by spam filters if you choose to ignore today's standards.
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