Electronic Communications Pays Off: How to Get Returns

The fact that you can process a donation electronically makes it more convenient, but it doesn’t necessarily mean an increase in donation revenue. This was the first mistake by the sector — we thought that opening up donation pages on our Web sites would attract large numbers of new donors. But apart from isolated cases, that didn’t happen. And while e-mail also has become part of our communication strategy to existing supporters, we’re still struggling to see the digital age improve donor acquisition.