Multichannel Explosion ... and Evolution for Fundraisers
Research continually reinforces the axiom that constituents with online and offline relationships are simply more valuable. More channels typically result in more touches and more solicitations; these constituents respond in their channels of choice with more frequency than any others.
Navigating the unknown of a rapidly evolving multichannel world can be overwhelming. The reality is that research and testing no longer keep pace with technological innovation. It's critical that organizations continue to act and adapt.
Getting bogged down in constructing the perfect solution is not an option. The availability of information, the profusion of media sources, the boom in the number of nonprofits created each year mean that we are living in a world where nonprofits must become increasingly competitive for donor dollars. Connecting people to your cause in ways that maximize the value of every relationship requires the right mix of techniques, technologies and timing to achieve the results you desire.
Dennis McCarthy is the vice president of strategy & business practice at Convio, which provides on-demand software and fundraising solutions for nonprofits. He, along with three colleagues, authored chapter one in the new report, "The Art & Science of Multichannel Fundraising," published by DirectMarketingIQ.