Multichannel Explosion ... and Evolution for Fundraisers

Direct mail is still the workhorse of individual giving, yet even this offline channel is deeply influenced by the digital communications revolution. Traditional direct-mail practices are evolving as we confront the treasure trove of new data available through digital channels.

Donors are changing too. Digital technologies have splintered and fragmented audiences — particularly along generational lines — and the audiences themselves are growing more sophisticated and demanding in their expectations of nonprofits. We are transitioning from a world of constituent relationship management to one of constituent managed relationships, where the constituent has more influence and control over when, how and where to engage.