Building an Integrated Online Fundraising Strategy

The ability to be nimble is a key component of an effective integrated strategy. Timing is everything when it comes to integrated fundraising. You can start a campaign on your Web site, send an e-mail about an urgent news item (e.g., natural disaster, food shortage) and follow up the campaign with a direct-mail piece. You can test messaging online with immediate results, and then roll out the winning results through other channels. Don’t forget about your homepage when you launch a new campaign. Many studies show offline donors check out your Web site before making a gift.