Fundraising's freshest thinkers take on the sector's toughest topics

By Margaret Battistelli Gardner

We have to have multichannel fundraising to meet the donors where they are. And all of it — whether it’s direct mail, DRTV, radio, e-mail, banners, social campaigns, face-to-face — all of it’s got to create urgent demand to meet a need and an easy-to-use avenue.

And one of the key challenges that everybody’s seeing in this is attribution. It’s so vital, and we all have to get straight on this: If you air a DRTV show and people call in to an operator and make a pledge or give a credit card, nobody says, “Oh my gosh, phones are working! We don’t need TV anymore. Let’s just hire more operators!”