Five Thoughts About Integrated Fundraising

1. The Holy Grail: a single, integrated database
Perhaps the biggest challenge those engaged in integrated fundraising face is the effort to use a single, integrated database that shows the solicitations of and responses by each individual. Most in e-philanthropy do not understand the complexities and needs of those in direct-mail fundraising — and vice versa. For example, other than the issue of multiple e-mail addresses for a single person, deduping an e-mail list is easy: Look for exact matches. But deduping a direct-mail list requires various computer techniques so that determinations can be made as to whether Robert H. Smith is the same as R. H. Smith, Bob Smith, R. Smith, H. Smith, etc. Similarly, outputting data for mailings requires computer techniques to assure mailings are prepared according to U.S. Postal Service addressing requirements (e.g., CASS certification).