Creating a Fundraising Cocktail
Step 3: Create common reporting/metrics. Typically, online and offline reporting is on separate platforms, he said, with no integrated view of donors and activists.
Good practices: Evaluate the cost/benefit of creating a unified supporter view; get data on one platform; evaluate apples to apples.
Step 4: Politics and organization structure. Often, staff will become possessive of the names on a channel’s list.
Good practices: At minimum, staff managing the various channels must coordinate; designate a coordinator for online activities; create an online department that owns all online activities but cooperates closely with other departments.
Jeff Regen can be reached via www.defenders.org.