Effective Recruitment Methods

In creating and conducting customized donor lead recruitment campaigns for nonprofits, Care2 targets its members based on several factors. These include the self-expressed content preferences of our members, who tell us, in signing up for our email alerts, which causes they care about the most.

Care2 also keeps track of past actions taken by our members, to enable behavioral targeting (the most predictive kind).

This combination of approaches enables our experienced campaigners to quickly identify just the right segment of Care2’s millions of members to target with each customized campaign.

Then the campaign itself includes timely, compelling email messages with a concrete call to action – such as signing a petition or pledge, or filling out a survey – to create the context in which it makes sense to invite a Care2 member if (in addition to taking the action) they would like to take the extra step of signing up to be contacted later by the nonprofit sponsor of the action.

At all times during this recruitment process, Care2 observes permission marketing principles, with prominent disclosure and opportunities for our member to opt out of being contacted by the nonprofit. This minimizes the risk of signing up someone who did not actually want to sign up for the nonprofit’s list.

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