Multichannel: It’s About Using the Right Means of Transport for Donors

The nonprofit world seems to be hung up on whether multichannel donors are more valuable than single-channel donors. The 2011 donorCentrics survey answered the question, perhaps unsurprisingly, with a “yes.” It found that those donors who are acquired online and then cross over to offline giving (and just less than half do) are more valuable and are retained for longer. But the more important question for me is, “What channels do I need to use when?”