Creating a Fundraising Cocktail

The objectives of DOW’s online efforts, Regen said, are fundraising, advocacy/activism, education and list growth. The organization has more than 500,000 e-subscribers, sends an average of two full-file e-mails to subscribers each week, and raised $2 million online in fiscal year 2006. DOW’s online donors often migrate to offline channels fluidly, but not vice versa. The organization wanted to create a program that integrated its online, direct mail and telemarketing channels, enabling increased fluidity among channels for its donors/prospects.