Power Shift: Succeeding Online in a Donor Centric World

Bhagat began by breaking down channel preferences according to four main generational groups:

• Core grassroots donors (older) — Channel preferences are direct mail and telemarketing; occasionally use Web and e-mail.
• Boomers (the next big wave) — They are multichannel donors, many of whom prefer to give online and use the Web at work and home.
• Gen X (emerging donors) — "The Web generation" will only give online; generally not direct mail or telemarketing responsive.
• Gen Y (future donors) — The social media and mobile generation. These donors don't have land lines and rarely check personal e-mail.

On top of the shift of grassroots fundraising to the Web, Bhagat noted that channels such as mobile marketing and social networks are proliferating and, with them, communication approaches. In this environment, Bhagat said, channel integration is a must, as online engagement has been found to improve annual donor value and retention rates even if donors continue to give via direct mail.