The Not-So-Great Divide

Step 1

Integrate internally. Organize your fundraising team so people engaged in online outreach are closely coordinating with those conducting offline outreach so each 
campaign has both online and offline components, and those two pieces reinforce and complement each other.

Step 2

Organize for integrated success. You need a healthy e-mail list and direct-mail list — and you need them integrated. Store donor information in one, centralized place. You need one view into your donors, however they give. This is especially important as donors choose to give in more and more places — offline, on your website and on other websites. Then build that database by constantly collecting all contacts for your community.