Compassion & Choices relies on ‘omnichannel’ marketing for fundraising

By David Mckenna

5 Things to Take Away

Chief Program Officer Mickey MacIntyre lists the top five lessons organizations can learn about fundraising from Compassion & Choices’ experience.

1. You need to access expertise.

Then you need to let those people be experts. Get the best direct-mail writer, for example. Don’t let internal processes dilute their expertise.

2. It’s only a good idea if you can implement it.

In C&C’s case, it’s only implementable if it leads to super- supporters.

3. You can have too much of a good thing.

Everybody thinks of his or her thing as being an achievement and believes it can be sent out, but just because you achieve 30 little goals doesn’t mean you have to send out 30 e-mails. Be controlling about how news and accomplishments are brought forward. Have a narrative arc that helps you define what you talk about and don’t talk about.

4. Development can’t be separated from rest of the work of the organization.

Think in terms of supporters, not donors.

5. Even in hard times, don’t stop asking and trying to expand.

Don’t sacrifice acquisition in hard times. Tell your story!

"Death with dignity" is a polarizing, controversial slogan among the American public. But to Mickey MacIntyre it's an article of faith. MacIntyre is the chief program officer for Compassion & Choices, which works to improve care and expand choice for people who feel they should have the right to decide at which point death is a better choice than paying the high costs — both physical and emotional — of remaining alive.

Compassion & Choices

P.O. Box 101810

Denver, CO 80250

800.247.7421

compassionandchoices.org

From C&C’s website:

Too many suffer needlessly.
Too many endure unrelenting pain.
Too many turn to violent means at the end of life.

Compassion & Choices, a nonprofit organization, improves care and expands choice at the end of life. We support, educate and  advocate. Compassion & Choices creates an atmosphere free from judgment where everyone can talk about, and come to terms with, the difficult issues surrounding death and dying. Unlike most end-of-life organizations, we are not a religious organization; nor do we promote one ethical or belief system. We honor all people as individuals, regardless of sexual orientation, gender identity, age, disability, race, or any other category.

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