Strengthening Your Online Presence: Now is the Time

The integrated effect
The value of online marketing should not be measured solely by money raised online. There is increasing proof that online marketing attracts new donors and influences existing offline donors to give more. At the 2007 Convio Client Summit, Jeff Regen, vice president of online marketing and communications at Defenders of Wildlife, shared how the organization uses online advocacy as a way to attract new constituents, and subsequently deploys a multichannel approach using e-mail, direct mail and telemarketing to convert non-donor activists to donors. The cohort of new non-donor activists recruited between January and March 2006 contributed more than $90,000 within 16 months after being exposed to a multichannel fundraising effort. About 78 percent of the donations were ultimately yielded online.