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.
Clearly, choices in channel giving are not mutually exclusive. In fact, the study confirmed that many people use more than one. The average donor used 2.9 of these channels over the past 12 months; the most generous donors used an average of 3.3 different channels.
This means that in the current environment, newer channels of giving are not simply replacing more traditional channels.
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