Putting Value on E-Mail Addresses

Convio, the online fund-raising consulting company, has calculated the fund-raising value of e-mail addresses that nonprofit groups collect from donors and other supporters.

According to the Convio study, an e-mail address is worth $7.86 to charities that use e-mail appeals for fund raising. An address is most valuable for health organizations ($8.32 per address) and animal advocacy groups ($6.99). It is significantly less valuable for environmental ($2.59) and public-affairs ($2.60) organizations.

The results are discussed on the blog Frogloop. Frogloop is a blog by Care2, a popular social-networking Web site that connects charities with supporters and other charities. The blog discusses best practices among nonprofit professionals about online fund raising, advocacy and member acquisition.

Full-text blog posting (above) by Peter Panepento via The Chronicle of Philanthropy's Prospecting Blog, 4.7.08.