If you haven't heard, there's a new report available on multichannel fundraising from FundRaising Success sister brand DirectMarketingIQ. The report, "The Art & Science of Multichannel Fundraising," which I am honored to be a part of, is a guide of best practices, tips, techniques and case studies on multichannel fundraising campaigns compiled by some of the nonprofit industry's brightest minds and most successful organizations.
The core philosophy of integrated marketing is hardly new — that by communicating a consistently targeted message to constituents across multiple channels we increase overall effectiveness beyond the potential of any one channel alone. But in recent years, the number and nature of channels have increased exponentially.
Today more than ever, telephone marketing is still the purest form of marketing. Although some consider it "old-school," it's the only channel that allows you to get real-time feedback from donors and a yes/no answer after each call. At its best, telefundraising is a priceless tool that brings in more than donations — it brings you loyal donors with immeasurable lifetime value.
How can a printed fundraising direct-mail piece interact with a donor’s smartphone? The answer: QR codes.
Direct-mail giving still overwhelmingly brings in the majority of fundraising revenue, according to Blackbaud's 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report.
We've all heard the studies that claim a glass of wine with dinner is good for your health. As it turns out, injecting a little bit of wine into your organization's special events can be quite good for your fundraising health as well.
The message I heard after year-end 2010 was clear: One-off appeals (whether letters or e-mails) don't work well anymore. These days, the organizations with the most direct-response moxie are the ones that craft engaging campaigns with many touchpoints. Multipronged campaigns not only raise money — they build deeper relationships that pay off over time.
On March 2, FundRaising Success hosted a webinar titled, “Strategies for Seamless Integration Across Fundraising Channels.” Speakers included Tabetha Leinweber, director, direct marketing, Susan G Komen for the Cure; Craig Wood, founder and CEO, Clarity Group; Greg Fox, senior vice president, chief strategy officer, Merkle; and Angie Moore, general manager, nonprofit practice, Merkle.
Mobile donations serve as a great complement to more traditional giving channels such as direct mail, e-mail and online giving, according to recent findings from a survey commissioned by The mGive Foundation. The survey revealed that 86 percent of respondents who give to an organization via SMS-based mobile campaigns would consider giving larger dollar amounts via alternative giving channels.
In addition, 80 percent of survey respondents who were regular online and/or direct mail donors indicated that donating money via text would not preclude them from giving a larger amount via alternative channels.