Synchronizing Online and Offline Fundraising for Better Results

Some of the best online fundraising campaigns have a strong offline component. Often when people "go digital," they believe they need to direct all of their efforts to the online world. We find this is not always the best way to maximize fundraising revenues.

Great fundraisers and campaigners recognize that individuals fall across a spectrum of preference. While one person’s attention may be best captured through social-networking sites such as Facebook and Twitter, others are more effectively captivated through direct mail and telephone appeals. Picture a Venn diagram in your mind. In one circle are people who love to open their postal mail. In the other circle are people who couldn't go a day without Twitter. The overlap between the two circles may not be large, but it does exist.