Five Thoughts About Integrated Fundraising

Limits to the frequency of e-mail communications are based more on marketing concerns (not wanting to be viewed as spam) than on costs or response cycles. Thus, it is common for e-mail communications to include several cultivation messages for each solicitation. The frequency often is weekly or driven by “news.” Direct mailers seeking to integrate with e-mail need to understand the differences in the styles of communication as well as frequency, and those differences need to be communicated throughout the charity in all of the departments that control either the content or channels of messaging that will be integrated.