Permission First!
I just finished reading a terrific (and short!) blog post by Seth Godin about permission based marketing - and he makes a clear difference between what you can do in a legal fashion just because you have an email address and what you SHOULD do to build trust with your stakeholders and community.
I think he’s spot on - here’s the quote that I like the best:
Permission doesn’t have to be a one-way broadcast medium. The internet means you can treat different people differently, and it demands that you figure out how to let your permission base choose what they hear and in what format.
Although Godin is looking a bit more at the for profit community - I think he’s on to something that we can use in our sector, too.
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