Five Thoughts About Integrated Fundraising

So, the development department needs to understand the opportunities for increasing its effectiveness through such devices as putting deferred-giving calculators on its Web site or including bequest reminders in its mailings.

5. Integration with channels other than e-mail and Internet
Direct-response vehicles also include telephones, cell phone text messaging, DRTV, direct-response radio, radiothons, magazine and newspaper inserts, and various forms of response display ads (kiosks, billboards, ads on moving vehicles). Integration involves thinking of touchpoints to reach out and communicate with prospective
supporters in a variety of ways so as to fully engage those supporters in a charity’s programs. Most research shows that while different channels produce varying levels of long-term value, the highest long-term value is produced by donors who are communicated with through multiple channels and media.