Integration Through Understanding

Translate the map concept into direct-mail, e-mail or telephone strategies using what each medium does best. For example, the Web is good at presenting detailed information, while e-mail is good at generating interest. The key to shaping how (by what channel and message) potential donors are going to hear about you is understanding what issues you are addressing for them. For example, Ireland says, a donor might give to an organization that fights cancer because someone close to her died from the disease -- a far different motivation than a corporation that gives as part of a corporate strategy.