Making a report an acquisition tool

Posted by Michael Johnston on June 29th, 2005 at 12:05am

I’m sitting at Reagan National Airport today and thinking about something I saw a few hours ago with the good folks at GetActive, an ASP. They praised the work of the American Lung Association. The Lung Association took a long air quality report and broke it up into bits of information based on each US state. Instead of downloading a big old PDF, visitors could enter their email address and then get the ability to request state-specific pieces of the report for themselves. It’s a wonderful example of how you can make a report into an acquisition tool. It creates value to the prospective donor/supporter by giving them the chance to get information relevant only to them. Think about this technique the next time you publish something big and meaty online.

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