Abstract
Email advertising has evolved from simple text, untargeted mass mailings to visually sophisticated, highly targeted, permission-based interactive communication for non-profit organizations. This study employed a self-administered survey method to collect data from 400 participants, randomly selected from 1,806 supporters of a National Public Radio (NPR; KTEP-FM) station in El Paso. A total of 106 responses was received. Several linear regression models were run and showed that NPR members’ innovativeness variables significantly predicted their attitudes towards email advertising (F = 5.86, p < 0.01). β coefficients further demonstrated that the more technologies and online activities NPR members adopt, the more positive their attitudes towards email advertising will be. Results also showed that NPR members’ innovativeness (measured by their online activities) negatively predict their attitudes towards postal direct mail advertising. β coefficient demonstrated that the more online activities NPR members undertook, the less favourable their attitudes towards postal direct mail advertising were. Similar results were found for NPR members’ preference of postal direct mail advertising (F = 3.76, p < 0.05). Online activities also negatively predicted NPR members’ preference of direct mail postal advertising as shown by β coefficient in the regression model. The study also discussed managerial implications for non-profit organizations to better use email advertising.
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