Augmenting Mail and Phone Programs with an Integrated Online Approach

By Jason Mitchell and Barbara Talisman

Based on the behavioral data you have on your donors, you can craft messages and stories that speak to them about things they care about. Your nonprofit organization may not use all these channels, but the best response and deeper engagement will come when there is cross-channel engagement.

We heard from the Bridge Conference workshop participants that they have A LOT of data, but may not be using it or know how to collect it from various data sources to determine donor interest. Coordinating touches between e-mail, e-news, face-to-face visits, telephone, events, etc. is very difficult, but it is essential to creating a connection with your donors and stewarding them. During the workshop we presented a four-phased approach to stewarding your donors online.