Net Gain: Not Fade Away
Some fundraising trends have staying power — we hope.
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One such strategy is simply to know the constituent’s preferences in-depth. What does he like? How does he communicate? Does she prefer phone or e-mail? What does she read? Is he focused on one issue or multiple issues?
Answers to these questions are not hard to find. A simple analysis of a constituent’s online behavior can answer some of them. Additional information gathered from constituents’ offline behavior will help answer even more. What nonprofits are left with is a complete understanding of their constituents. And understanding is a key component of a committed relationship.
John Murphy is vice president of professional services for Kintera.
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