Let's Hear It for the .Orgs

In the last two weeks I've received three emails from organizations asking me (in varying degrees of urgency) to support their cause. And much to my surprise, all three really did a decent job of getting my attention and getting me to act (or making me feel guilty for not doing so.) They used tactics any online denizen could learn from.

THEY APPRECIATED MY BUSINESS. In an email purchase confirmation for something I ordered through a cause marketing program, I was sincerely and sufficiently thanked and informed about my purchase. Let me just say that they could have done just about anything wrong after that and I probably would have let it go because they did such a good job letting me know that I mattered to them.

THEY CHANNELED MY ENTHUSIASM. In this same email, after the business of the confirmation, the email very effectively recommended links where I might find information to my liking. It was thoughtful and, most importantly, relevant. I'd already expressed interest in their cause, so I was a captive audience to help out in other ways.

THEY MADE IT SIMPLE FOR ME TO ACT. The second email was from my library. They only ever email me when it's important--the book I wanted is in, or the book someone else wants is sitting on my nightstand. They've trained me to know that a message from them will be important. Turns out the library system is facing yet another round of budget cuts. The email briefly but effectively told me everything I needed to know about the situation, and very smoothly included a link to their site where I can learn more. But more importantly, this link had a fast, dummy-proof way to email my legislators and implore their support of libraries. Just a click away!

THEIR TIMING WAS RIGHT ON. The last example comes from a  couple emails from the National Wildlife Federation. They got my address last fall when I made an online purchase for my son. And they, like my library, have been good about not abusing it. So when I received the email last week with an urgent plea for help, it really did inspire me to do act. Not only did it show me how I could help and what I'd get out of it, but it was incredibly timely--no false sense of urgency. A reminder email 7 days later spelled out very clear ideas about what I could do to help before the Senate votes on this issue this week.

So while the major e-retail leaders may have more budget for and access to tools and resources for their online experiences, I think nearly all of them could learn from how these orgs leverage the web to help engage their audiences.