Multichannel

Why Integrating Fundraising and Awareness-Generating Media is Essential
April 30, 2007

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

Maximize Results with Integrated Marketing Communications
April 23, 2007

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

Channel Integration: From Ordeal to Ideal
February 1, 2007

Savvy nonprofits have seen both the vision and value of multi-channel fundraising and are actively using multiple mediums to support their fundraising efforts. The process of integrating channels — that is, working to ensure all mediums used in a campaign share the same message, branding and call to action — is not without its share of challenges. In fact, it’s not enough for nonprofits simply to use e-mails, Web content and direct mail in a fundraising campaign; the mediums must work together to support the same end goal.

Where It's @
July 1, 2006

Are you having fun yet? You should be. As technology takes on an increasingly prominent role in what you do for a living, it offers myriad opportunities for that outside-the-box thinking you’ve been hearing so much about.

But the brave new world of the World Wide Web doesn’t come without its pitfalls, among them the temptation to look before you leap into technologically enhanced development, according to Katrin Verclas, newly appointed executive director of the Nonprofit Technology Enterprise Network.

Trendy … Yet Timeless
May 1, 2006

When used in concert with each other and with your other fundraising strategies, omnipresent technological companions such as TVs, cell phones and computers can help you net more quality donors and perhaps even nudge them into the fundraising holy ground that is monthly giving.

A Three-Step Conversion Strategy
March 21, 2006

A Three-Step Conversion Strategy FS Advisor: March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor In a presentation at the DMANF 2006 Washington Nonprofit Conference last month, representatives from the American Red Cross and Habitat for Humanity shared the multi-channel fundraising strategies that helped them raise massive amounts of money to respond to 2005’s various natural disasters. For both organizations, the multi-channel effort began with contacting donors via the method with which they seemed most comfortable. According to Tim Daugherty, Habitat’s senior director of direct marketing, the organization’s “Integrated Agency Campaign” was comprised of three parts: Step One: Reach out to donors via

Tale of an Integrated Fundraising Effort
March 21, 2006

Tale of an Integrated Fundraising Effort FS Advisor: March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor The Washington, D.C.-based Human Rights Campaign, founded in 1980, is the largest national lesbian, gay, bisexual and transgender political organization, with 600,000 members. When GLBT issues took the national stage in a big way in 2003 and 2004, HRC embarked on an effort to mobilize its direct fundraising efforts to make the most of the media attention. The all-out effort involved coordinating campaigns across direct mail, telemarketing and e-mail. Direct mail and telemarketing already were integrated, but the necessary next step was beefing up the organization’s

Multiple Channels Can Strengthen Each Other
March 21, 2006

Multiple Channels Can Strengthen Each Other Multiple Channels Can Strengthen Each Other March 21, 2006 By Abny Santicola, editor, FundRaising Success Advisor An e-mail campaign should be central to your multi-channel marketing efforts, says Sheeraz Haji, CEO of Berkeley, Calif.-based provider of online constituent-relationship-management services GetActive. While it does depend a bit on an organization's audience and constituents, Haji says there are very few demographics not online today. In multi-channel fundraising efforts, when considering which donors to solicit via e-mail, don't rule out the older demographic. While audiences aged 55 and older have the lowest e-mail penetration rates, their penetration rates are also

Grappling With Growth
March 1, 2006

You would think that after a hundred years, a nonprofit could kick back a bit and maybe even rest on its laurels. After all, it’s been there, done that — right?

Not necessarily so, says Kurt Aschermann, senior vice president and chief marketing and development officer of Atlanta-based Boys and Girls Clubs of America, which was founded in Boston in 1906.

Better Than a Four-Leaf Clover
January 1, 2006

Transform an afternoon event into a successful multichannel campaign?

That sounds like a tall order. But as it heads into the third year of its Shamrocks for Kids campaign, Chicago-based Mercy Home for Boys and Girls seems to have pulled it off.