Augmenting Mail and Phone Programs with an Integrated Online Approach

By Jason Mitchell and Barbara Talisman

Phase 1: Setting your stewardship objectives

Strategically engage with donors
Observe and gather behavioral data
Use data to determine more direct stewardship strategy based on their interests

Phase two: Creating strategic communication to share stories and collect donor behavioral data

Make hard collateral/communications available online, via e-mail links, PDFs, website, etc.
Capture donor interests to further cultivate and steward the relationship
Use surveys to more deeply understand donors' interests

Phase three: Reviewing your donor behavioral data
Once we have all this information, we have to analyze it. Again, where there are challenges analyzing data, solutions must be found. We need to communicate effectively with our donors to engage with them.