Integrated Response Solutions
The problem, from the standpoint of the donor, is that in most instances these channels are entirely disconnected. The processing of donations and data management in general is handled in parallel, resulting in a less-than-satisfactory, and perhaps frustrating, experience for the donor. All the work that’s done on the front end to acquire and retain a donor can be undone very quickly due to the organization’s inability to provide an effective and timely response to donor issues.
While an integrated approach to donor management might appear to be more expensive on paper, many organizations have not properly calculated the costs associated with donors having to make multiple contacts to resolve an issue or concern. Donor frustration is certainly expensive and difficult to quantify.
Integrating all these response channels into one comprehensive solution ultimately increases the value of the relationship with the donor by ensuring a consistent and effective response, and at the same time reduces internal costs of managing multiple data streams and processes.
An integrated approach to donor response will assure greater donor retention and increased lifetime value. More importantly, it allows donors to enjoy their relationships with the nonprofit organizations that are meaningful to them.
Polly Craik is president and chief executive of FineLine Solutions, a firm whose focus is helping companies and organizations achieve high-value relationships with customers and donors. She can be reached by calling 204.942.4242.