Online Giving: It's Still About Relationships

But while we're improving our supporters' online experience, remember that it's not something to do in isolation. We need to build our relationships online AND offline, together, with the same donors. Online relationships are often deeply affected by offline connections and cultivation. It's increasingly common for donors to switch among channels. They might get converted via telemarketing, then renew their gifts online, then perhaps respond to an offline appeal. Donors who give both online and off are the most loyal and valuable, and multichannel cultivation that blends online and offline elements is the best cultivation.