Looming over everything you do, technology is making nonprofit fundraising more relevant and immediate than ever imagined.

By Margaret Battistelli Gardner

The market gets saturated with new techniques pretty quickly, and by forgoing careful assessments each step of the way, a nonprofit could find its appeals quickly becoming indistinguishable from the plethora of others that make it to donors’ in-boxes. It also might miss that sweet spot in the time continuum where the new gets old, the old all of a sudden seems new, and donors find it refreshing to get a postcard rather than an e-mail. The tables will turn again quickly, so fundraisers need to stay on the ball — another warning Verclas sounds rather insistently.