Getting to the Heart of the Donor
New research
supports the idea that organizations must diversify their
communications
channels and integrate their overall
fundraising strategies.
By
Lyric Murphy
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As you can see from the graph to the right (click slideshow), two giving channels clearly stand out from the rest: point-of-purchase collection boxes (where donors drop change into a box or bucket placed by a charitable organization) and direct mail. While these are the only two giving channels that a majority of donors have used in the past 12 months, these are certainly not the only giving channels of importance.
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Lyric Murphy
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