Interactive Fundraising: Getting Into the Inbound Marketing Game

It’s happening all around us — marketing is changing. It has to. Many traditional marketing methods (where we pushed our messages at the audience) are becoming more expensive and less effective, as people get better at tuning out marketing messages blasted at them. For example, we use TiVo to record TV shows and fast-forward through the commercials, and we use caller ID to screen phone calls and spam filters to protect against unsolicited e-mails. More and better tools help us screen out messages we don’t want — and other tools have emerged to help us find the stuff we are interested in. Our ability to screen out the "noise" and find the "good" stuff forms the underpinnings of inbound marketing.