The synergistic link between direct mail and online giving is quite explicit. Simply, when used in tandem, you are very likely to raise more money than if you don’t. And in these challenging times...
I recommend reading this Chronicle of Philanthropy Article (or the study results posted by Dunham + Company) on the research conducted by Campbell & Company (great research firm!). Then take a look at the most recent data on online giving compiled by the Blackbaud Index of Online Giving.
It only makes sense to coordinate your resources. Though integration requires a bit of strategy, it’s pretty simple to do—we just have to think about it and coordinate. At the risk of sounding too simple, here are some of the fundamentals: 1. Use an annual giving theme that is carried through your newsletters, website, email, and letters (and facebook and Twitter, if you have the capacity). 2. Use stories that appeal to the heart and facts on impact to appeal to the mind. 3. Time your communications—coordinate messages. 4. Make giving easy—especially on your webpage! 5. Use hyper links and give people the specific web address to make a gift.
Wish you the best of success this year.
Jim
No comments:
Post a Comment