Focus On: Channel Integration: Piecing It All Together

Another difficulty is the problem of “territoriality” common in many nonprofits. How often are direct response communication tools such as e-mail or the existence of a Web site under the purview of “communications” or “information technology” or “programs” rather than the development office? How often does one find a charity that is unwilling to invest significant amounts of money in prospecting for new donors yet will spend significant amounts of money on an annual report to donors and refer to it as stewardship or corporate communications? Fundraising efforts are often measured on their “return on investment,” but other communications efforts are not similarly measured.