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.
This multichannel donor behavior strongly urges two actions for today's fundraisers:
1. We need to be very intentional when looking at the overall relationship being created with a donor. Stand-alone, silo activities do not allow for strong integration and synergy between channels, which can reduce the impact and effectiveness of the donor experience.
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