List building vs. Community building

Submitted by Sarah Pullman on Sat, 2006-09-23 00:26.

Questions and discussion with Jodie Tonita

Notes by Steve Andersen

There is not a culture of list building in Canada
* Canada looks to the US for ideas on this
* Canada doesn't have access to the voter file like US folks do

Popcorn Questions

What are the ways that we build lists?
** we lie and coerce to get people to give up their name when all we really want to do is ask them for money
** we get obsessed about it and are concerned about size of list

* Buy them
* Trade them
* Advocacy
* go to their door
* Ask list memebers to get thier friends on the list
* We respond to issues
* Provide a service
* offer rewards
* hold events
* contests
* petitions and pledges
* offer special access

Why do we build lists?

* need a job
* increase net fundraising
* show of force, make a statement, branded as large and important
* we're programmed to do it
* to get them to do something
* to have a continuing relationship with them
* remind them we exist, drive traffic
* in anticipation of future activities
* to develop a direct communication pathway with supporters
* track responses, listening
** feedback loop, adjusting
* there is money in it


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