Nonprofit Online Marketing Benchmarks and Best Practices

• Haiti relief played a strong role in growing aggregate online fundraising.

Another key, according to Prince, is multichannel integration.

“Interaction with constituents is becoming profoundly multichannel,” he says. “It’s not just direct mail. It’s not just e-mail. It’s not just social media. It’s a combination of all of them. … When we did the year-end study last year, there was some data that showed as people engaged online, they tended to give more across all the channels. So the folks who engaged online would actually write a check to direct mail, donate online, engage via social media. So engaging the constituent through multiple channels is really having an effect in terms of donations as well.”