A Blast From the Past: Innovation + Integration = Impact (June 2010)

FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.

Tom Harrison : Many people talk about integrated marketing or multichannel marketing, but when you dig deeper you find out they mean direct mail and outbound telemarketing.
Kyla Shawyer : There was a time when Operation Smile was using very few channels to communicate with our donors. We had to acknowledge that people wanted diversity and demanded choices. The more ways we communicated with them, the more likely they were to receive our message and respond.

Tom: We believe that successful nonprofits need a truly diversified fundraising program. Two reasons: (1) Just as we all need a diversified investment strategy for our retirement, nonprofits shouldn't put all their eggs into one fundraising basket, and (2) a strong, diversified fundraising program is one in which various channels will actually strengthen each other. The results are larger than the sum of the parts.

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