There will be hard questions asked about our sector and I wanted to take a crack at one of them: “If it’s true that one size does NOT fit all donors, and we have limited Read more…
Whatever its name, its definition is the same: “the use of multiple channels to raise money”. However, it’s not the name or the definition that’s most open to debate. Rather, it is whether multi-channel fundraising leads to better results and a deeper donor relationship.
The furious adoption of the internet for fundraising has brought the issue of multi-channel marketing to the forefront. In the past, direct mail, TV, and the telephone have been effectively combined to help improve fundraising results. For example, the telephone has been used to reactivate lapsed donors and convert direct mail single gift donors to more valuable monthly debit (regular) donors. The evidence, generally, with multi-channel marketing prior to the emergence online giving, was that using a more active channel (e.g., the human voice of a phone call) was a very effective way of upgrading donors who were regularly swimming in the channels of a more passive medium like direct mail. (more…)
At hjc we have come up with 9 key deliverables from the company, to our staff:
1. Give them a professional development budget that THEY control. It’s about respect and autonomy when it comes to learning and improving. Every staff member gets $1,250 dollars (plus travel) to go to conferences; attend webinars; and purchase other training and books. It’s motivating and effective for us to give them complete control over their own personal PD budget.