Integrate Your Online & Offline Giving Programs
Here are some tips for those of you in the charitable sector ‘digitizing’ your marketing/fundraising communications:
1.Resist the temptation to isolate supporters of your cause into rigid streams of giving methods. Developing an ‘online’ giving program should not be in isolation of your established ‘offline’ programs such as direct mail or telephone. While it is true that many of your donors will choose to remain segregated in a particular stream, some will embrace multiple touch points.
For example, one may give annually through an offline direct mail program, but choose to be recognized in an online environment. If your organization is yet to move into an online environment, a first step may be to introduce offline supporters to e-communication vehicles such as e-newsletters and e-updates.
2. When collecting email names, do not assume these individuals will not want to communicate in an offline environment such as the mail or phone.
3. If you can, segment these supporters to evaluate the effectiveness of their multi-channel involvement. It is likely that their commitment level and support will prove the value of your focus in this area.
In closing, you may feel you do not have the time to initiate an entire emarketing program. My suggestion is to start small with a few smaller initiatives and then grow from there. Just one e-campaign can provide a wealth of learning to help drive future online programs.
