Q. Why can't I rent the Democrats.com Activist List for fundraising?

A. The simple answer is: because our subscribers would unsubscribe en masse if we sent them fundraising appeals.

We will rent you our list to help you build your list. Once someone subscribes to your list, you can send them whatever messages you like.

But fundraising professionals need to understand the basic difference between email fundraising and direct mail fundraising: email recipients can always remove themselves from your fundraising list. So you need to treat them differently to keep them on your list!

Here is our advice to fundraising professionals for how to succeed with email:

• Make it crystal clear (on your Web site) what your candidate or cause stands for - because Internet donors support clear positions
• Make it crystal clear what specific results you're working towards - because Internet donors support effective action
• Publish an occasional e-mail newsetter that progressive activists would really want to read - because they are busy and get too much email already
• Establish a relationship with prospective donors by encouraging them to subscribe to your email newsletter - talk about it when you speak in public, include it in your printed material, and encourage your subscribers to pass your newsletter on to their friends
• Nurture your relationship with prospective donors on the basis of effective activism - so they have good, solid reasons to give their time and money to you rather than another worthy candidate or cause
• Provide a working return email address, and read the replies to see what's on the minds of your audience - they'll tell you what they like and dislike
• Limit your fundraising appeals - only 1 out of 4 messages should ask for money, or your subscribers will unsubscribe
• Shower your donors with love - make them feel good about contributing to you, rather than like human cash registers
• Offer special perks to your donors to show them you care - like free tickets to local events hosted by your candidate or cause
• Thank your Internet supporters when you speak in public - chances are they will be in the audience

In the final analysis, it's all quite simple: just apply the Golden Rule (do unto others as you would have others do unto you) and you too can succeed at Internet fundraising!