Vinay Bhagat

Heather Fletcher is senior content editor with Target Marketing.

A new mechanism has emerged to help B2B buyers who are searching online for products and solutions: Ratings and reviews sites, where searchers can find out what their peers are saying about prospective products and suppliers, and compare product features head-to-head.

B2B customer reviews are a product research priority for 49% of buyers, finds a recent study. While product demos are still the No. 1 information source for B2B customers, product reviews are escaping their B2C categorization and influencing B2B purchases left and right.

In part one of this article, published in our April issue, we discussed how the Obama for America campaign became so powerful online, raising half a billion dollars total in small donations. It's true that a political campaign has unique elements that make it ripe for online marketing, such as constant media attention, big name recognition, high emotions and a quick deadline to meet, yet there are many best practices that fundraisers can take away from the Obama campaign.

There's no question that the Obama for America campaign set a new standard in online fundraising. Of its $750 million raised, half a billion came in online. Let me say that again. Half a billion dollars came in online; that's 6.5 million small donations, with an $80 average gift, from 3 million donors. Those numbers are staggering. So how did Obama for America do it?

How the Internet is helping Easter Seals build relationships with constituents By Lisa A. Yorgey Constituent relationship management (CRM) is a familiar concept to Easter Seals. The nonprofit organization brings in $30 million annually, much of which comes from repeat donors, in its efforts to help more than 1 million children and adults with disabilities. Until now, it has been cultivating a relationship with its constituents primarily through its direct mail efforts. No formal program is in place, however, to integrate these direct mail efforts with its other marketing channels. Until recently, Easter Seals hadn't heavily invested in its Internet presence. The organization, however,

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