Fundraising's New Synergy

With the exception of a few specific segments of nonprofits — disaster-relief groups, public radio stations, and heavy users of gift catalogs or
volunteer-led special events — a majority of direct-response, fundraising-driven organizations still raise less than 10 percent of funds online (although that figure’s escalating rapidly). This low percentage mistakenly leads many direct marketers to focus less on their online marketing efforts relative to traditional channels. To determine the appropriate investment allocation, fundraisers need to think through some new “integrated math.”