Creating a Fundraising Cocktail

Regen detailed the steps DOW went through on the road to channel integration, which are shown below, along with some “good” practices he recommended might work for other organizations going through the same process:

Step 1: Build integrated online/direct mail/telemarketing programs.

Good practices: Actively recruit e-mails for offline donors/prospects and place them in the e-mail stream ASAP; drive offline donors/prospects to your Web site to donate, take actions, find information and engage with your organization; place online donors in the direct-mail stream ASAP.