Yesterday we mentioned that not much information was floating around on online prospecting by nonprofits, as opposed to online fundraising from existing house files.

We noted the exception of the Obama campaign.

Here’s an interview indicating how they go about it.

Blue State Digital is the agency involved. While a BSD-unique software tool is used to pair-up donors for mutual reinforcement, the real message is that fundamental rules of direct marketing apply … track where your donor came from and how they respond to your messaging … then use that data for further targeting (of new prospects) and to maximize response from existing ones.

It’s really pretty basic.

Tom

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