Charity communications must be concise, expert warns

20/02/09

Not-for-profit organisations need to ensure that their charity communications are concise and targeted at the individual.

That is according to Thomas Gensemer, managing partner of Blue State Digital - the company responsible for Barack Obama's online election campaign, charity website Third Sector reports.

Mr Gensemer suggested that charity communications should not centre around emailed newsletters as he said they were ineffective.

Talking at a conference in London, Mr Gensemer said: 'Email newsletters don't get read, yet they take more effort to prepare than a 250-word email.

'Email is still a killer application, but only when used properly.'

Mr Gensemer explained that his fundraising campaign involved sending regular emails which were concise and required the recipient to take a particular action.

He said that by providing supporters with a 'steady narrative of actions, feedback and milestones' companies could help to get maximum return on their investment.

Ben Heald, CEO of Sift, speaking at the Intellect Annual Regent Conference 2009, explained that Barack Obama had successfully used 'Twitter, Facebook and other social networks and communities to win the election'.

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