Five Thoughts About Integrated Fundraising
Multichannel marketing also can involve different silos within a development department. For example, cooperative mailings with corporate sponsors of a charity might be a major budget-relieving opportunity, but often the corporate development staff doesn’t understand joint direct-mail opportunities even when pitching its major-gift proposals to corporations that market using direct mail.
Another example is soliciting bequests, charitable gift annuities and other planned gifts via the Internet, direct mail and other media. Often the deferred-giving staff thinks only in terms of meeting with prospective donors to propose significant and sometimes complex major gifts. Yet the majority of deferred gifts to charities in the U.S. are simple bequests left to a charity that didn’t even know it was mentioned in the will, and the donor’s only contact with the charity had been by direct mail.
So, the development department needs to understand the opportunities for increasing its effectiveness through such devices as putting deferred-giving calculators on its Web site or including bequest reminders in its mailings.
5. Integration with channels other than e-mail and Internet
Direct-response vehicles also include telephones, cell phone text messaging, DRTV, direct-response radio, radiothons, magazine and newspaper inserts, and various forms of response display ads (kiosks, billboards, ads on moving vehicles). Integration involves thinking of touchpoints to reach out and communicate with prospective
supporters in a variety of ways so as to fully engage those supporters in a charity’s programs. Most research shows that while different channels produce varying levels of long-term value, the highest long-term value is produced by donors who are communicated with through multiple channels and media.
Geoff Peters is president and CEO of CDR Fundraising Group located in the Washington, D.C., metropolitan area.