Multipronged Moxie
Lessons in multichannel mojo from the National Military Family Association.
The message I heard after year-end 2010 was clear: One-off appeals (whether letters or e-mails) don't work well anymore. These days, the organizations with the most direct-response moxie are the ones that craft engaging campaigns with many touchpoints. Multipronged campaigns not only raise money — they build deeper relationships that pay off over time.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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