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

By Margaret Battistelli Gardner

Nobody would do that — that’s crazy talk. But you know what? You air a TV show and people go online to give, and you say, “The Internet is working! We don’t need this TV or this mail anymore!” It’s crazy.

So we have to figure out how we go back and attribute what’s the driver, what’s causing people to give and then what’s the response vehicle? What’s the vehicle they’re using to give, and how do you balance the both of those to make sure you’re continually driving the contribution and also giving them an easy way?