Michael Gilbert calculates the financial opportunity of email
Howard Lake | 5 December 2006 | News
Michael Gilbert, the publisher of Nonprofit Online News, has published “Money on the Table: Calculating the Financial Opportunity of Email”, designed to help nonprofit organisations calculate the financial savings they could achieve by embracing this change.
“There are billions of dollars of potential savings to be had by the transition of donors from postal communication and telemarketing to email communication”, argues Michael Gilbert. Yet nonprofits are still spending this money on printing, postage, and phone calls.
“Despite the advances in online communication made in the last decade by civil society,” he adds, “they have not yet made a significant dent in the huge expense of old media.”
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He has therefore published a guide to “Calculating the Financial Opportunity of Email”. It offers four steps to this process:
1) Listing communication activities
2) Analysing those activities
3) Calculating the amounts involved
4) Putting the results to work
The guide includes worksheets to help in the calculation, and a section about understanding marginal costs.
The guide costs $5.95 with a personal license, and $14.95 with a corporate license: the latter allows the purchaser to share it on an intranet with their colleagues.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.