Fundraising's New Synergy

How would you treat future revenue raised from these donors? Most fundraisers again would credit the revenue to the channel in which it was raised, ignoring not only the contribution of the origination channel, but also the value of ongoing engagement and communications through a multi-channel approach. For example, if a donor opted to renew via mail but continued to receive and read e-mail updates and take advocacy actions online, how would you allocate the renewal dollars?