Fundraising's New Synergy

The Brady Campaign also contacted non-donors on the e-mail list via phone. It matched about 20,000 records of e-constituents who had taken at least one advocacy action. Telemarketing drove a 21 percent pledge rate with an average gift of $27.38.

Give credit where credit’s due
If you were determining channel performance for this organization, how would you credit the money raised? Most fundraisers would credit the revenue to the channel in which it was raised, but this approach fails to recognize the value of the original sourcing and cultivation channel — in this case, the Internet.