Integrated Response Solutions
Stepping into the donor’s shoes is a difficult and complex experience. To further complicate the issue, donors are now using multiple channels to communicate with nonprofit organizations, and they expect a relevant discussion in return. The Internet provides a cost-effective channel to “talk” to a large pool of new donors, and there has been a wholesale rush to develop new Web strategy and content to address this. Direct mail has been performing well for decades and continues to be the chosen method of response for many. The telephone shows year-over-year growth, while e-mail and Web chat are increasing in popularity. Keeping up with emerging Web technologies is a challenge and absolutely essential in order to retain the commitment of the donor. As an example, one recent trend is co-browsing. Donors engaged in browsing a Web site decide to call using the telephone to ask questions. In some cases, this has been viewed as a failure of the Web-based content, but it can be argued that this presents an opportunity to create and enhance a relationship.