The steep decline in open rates from institutional e-mail seems unstoppable. To understand why – and find the cure – means saying the ugly news out loud so we can focus on raising money: Because e-mail is overwhelmingly spam and advertising, people have learned to use the delete button like a weed-whacker to clear a path through their in-box. And much honest non-profit e-mail is "spam-by-association." It comes from organizations, so it fails the only true test of e-mail value: it is not from someone I know. Too much is well-meaning but dull and promotional. Glorious HTML images shout "Institutional, not urgent." No wonder these messages stand little chance of joining genuinely personal e-mail in the "must read" category.

I agree with technology observers that the rapid rise of Web 2.0 "social media" tools will swiftly reduce organizational e-mail in terms of fundraising importance. Effective e-fundraising will increasingly be from a friend, colleague, relative or at least a known volunteer. So have a fast-paced "conversion" series of e-mails that go within days of someone’s registration, focused on turning them into "representatives" of your cause. For a great example visit www.kiva.org and click on "Get Involved."

Let me hasten to add that institutional e-mails have an important place, just like your print newsletters and annual reports, providing stewardship and information. They are one way people expect to hear from you. They just won’t raise as much money as e-mail from a personal acquaintance. The social media tools and online communities are easily available. The challenge is making them a central part of your fundraising communications.

Got a good example? Let the Integrator hear about it!

Richard McPherson, President, McPherson Associates