A More Perfect Union
Big organizations with multiple properties tend to find themselves in inconsistent, ineffective messes on the Web. However, here's an example of how an integrated, well-executed Web strategy across affiliates can pay for itself exponentially. This article shows how Easter Seals corralled their 90 affiliates under a mutual roof, then quadrupled national online donations and grew their e-mail database 70x. Financial services companies, media conglomerates, retailers and others should take note of the possibilities.
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