Nonprofits Take An Integrated Approach
By including their URL in all communications, nonprofits are driving traffic to their Web sites and encouraging donors to get into the habit of using them as a source of information. This allows their supporters to be more educated and feel further connected with their mission, something that the younger, next generation of donors is craving.
Sending regular and frequent e-newsletters is a great tool to keep donors updated, and personalized e-mail campaigns are extremely useful for thanking donors for recent contributions as well as strengthening appeals.
While these online efforts are very effective for reaching the younger audience, traditional direct mail fundraising is still important for targeting the older pool of donors who generally are less accustomed to the Internet -- another example of why multi-channel fundraising makes for a more well rounded development program.
The cost savings of online communications compared with print and direct mail is another enticing benefit that is encouraging nonprofits to take advantage of this medium. Electronic correspondence provides highly targeted communications for pennies per contact and can be easily modified. For instance, nonprofits have the ability to contact and attempt to renew lapsed donors via email, which is much more affordable compared with the high costs associated with direct mail, thus enabling them to go deeper into their donor files, files that might have not been pursued in the past.
Nadia Orr is marketing coordinator for Brickmill Marketing Services (http://www.brickmill.com), a New England-based full-service marketing and fundraising agency. She can be reached at 800.535.3863.