A Blast From the Past: Innovation + Integration = Impact (June 2010)
FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.
Tom Harrison : Many people talk about integrated marketing or multichannel marketing, but when you dig deeper you find out they mean direct mail and outbound telemarketing.
Kyla Shawyer : There was a time when Operation Smile was using very few channels to communicate with our donors. We had to acknowledge that people wanted diversity and demanded choices. The more ways we communicated with them, the more likely they were to receive our message and respond.
Tom: We believe that successful nonprofits need a truly diversified fundraising program. Two reasons: (1) Just as we all need a diversified investment strategy for our retirement, nonprofits shouldn't put all their eggs into one fundraising basket, and (2) a strong, diversified fundraising program is one in which various channels will actually strengthen each other. The results are larger than the sum of the parts.
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Kyla Shawyer is CEO of The Resource Alliance, curator of the International Fundraising Congress, happening Oct. 18-21 in the Netherlands. This year’s theme is "Asking the Right Questions" and will encourage delegates to look at things differently and challenge old thinking in order to achieve fearless, transformational change in their organizations that will lead to better fundraising, deeper engagement and, ultimately, more success in delivering their mission.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.