Mastering Multichannel Acquisition
New-donor acquisition is the pillar of any nonprofit. Without new donors, eventually attrition whittles down an organization’s file, revenue, and ability to run programs and fulfill its mission. A continual stream of new blood is necessary to replace lapsing and deceased donors.
With the onset of new and emerging technologies in the fundraising arena, today’s fundraisers have many channels by which to acquire new donors. The question is: Which are the best? Well, there really is no right answer — it depends on the organization’s objectives, resources and capacity. Ultimately, a fully integrated approach utilizing multiple channels in concert is optimal. This article discusses the channels available in your fundraising toolbox, best practices for each and how to integrate those channels.
- Companies:
- Blackbaud
Angela Struebing is president of CDR Fundraising Group, a multichannel agency focused on helping nonprofits maximize their online, direct mail, telemarketing and DRTV fundraising results. As president, Angela is responsible for overall agency management and strategic planning for national nonprofit clients to include The Wounded Warrior Project, Shriners’ Hospitals for Children, MoMA and the Marine Toys for Tots Foundation. Angela is a frequent speaker at industry events and is recognized for her strategic expertise. She has also served as Education co-chair for the Bridge Conference.
