Study after study shows that the multichannel donor has a higher long-term value than the single-channel donor. The donor who gives through and receives communications from multiple channels typically donates more frequently, has a higher average gift and stays active for a longer period of time.
End-of-year campaigns are so important for nonprofit organizations because they allow them to capitalize on the uptick in giving that occurs in November and December. Between 35 percent to 42 percent of online giving happens in November and December each year, and the average gift during the final quarter of the year is significantly higher — $84.51, compared to the average of $67.47 for the other three quarters.
With the potential to reach a wide audience rapidly and cost-effectively, more and more nonprofit organizations are using online communications tools to connect with donors, members, volunteers and supporters.
At the Center for Nonprofit Success' New York Fundraising Summit earlier this month, I discussed the topic of online fundraising, and how to harness technology to build and maintain productive donor relationships.
During the session "Retooling Your Nonprofit to Optimize Fundraising in Today's Multichannel World" at the 46th annual AFP International Conference on Fundraising in New Orleans last month, Matt McCabe, Mike Rogers and Sandy Ellingson outlined these three main keys to multichannel success.
The first step to learning how to balance new and traditional media to better connect with donors is to accept that we're living in an interconnected age. So said Mitch Maxson, senior creative director, and Scott Henderson, vice president of marketing, for MediaSauce in their session the 46th AFP International Conference on Fundraising, which took place last week in New Orleans.
On Feb. 25, FundRaising Success hosted the webinar, “Integrated Direct Mail 101: An hour with Roger Craver.” Joining Roger, a fundraising guru and founder of Craver, Mathews, Smith & Co., for this lively conversation was his colleague Ryann Miller, managing director at the newly formed consultancy, DonorTrends.
“Diversify, diversify, diversify.”
This has been, and will continue to be, the mantra when it comes to planning and securing funding. As a nonprofit professional, you know that snapping your fingers will not make dollars magically appear. Building new, sustainable funding streams that align with your mission takes time, energy and a lot of patience, and must occur in the midst of the countless day-to-day activities keeping your organization running. Yet, to help sustain your organization for the long term, diversification is a must.
Whenever the economy enters a recession, parts of the fundraising industry and much of the commercial industry enter “crisis mode.” The two most vulnerable giving channels are probably 1) corporate donors, sponsors and partners (particularly among corporations hit hardest by the recession) and 2) foundations, because their assets have decreased so significantly.
The nonprofit world has a population problem. The number of nonprofit organizations has increased by 42 percent in the last decade alone. And with the IRS granting nonprofit status to an average of 83 new organizations every day, it’s clear this is becoming a very crowded environment. As a result, the nonprofit sector also has an identity problem. In a marketplace that’s this crowded, how do you distinguish your organization from all the others rivaling for donors’ attention and funds? How can your organization stand out in such a large and continually growing crowd and still get noticed? How can you make your mission resonate
From a big- picture perspective, fundraising is fundraising, whether it’s online or offline. That said, understanding the differences between the two channels, and the advantages of integrating them, is critical to your organization’s ability to build strong constituent relationships and maximize donations. Traditional offline marketing and fundraising tactics will continue to be a part of every development director’s toolkit. Direct-mail acquisition efforts elicit higher response rates than e-mail and provide a scalable way to source new constituents. One-to-one fundraising is equally as important because donors respond well to face-to-face, personal interactions. Although traditional offline marketing has its benefits, it is not free