Out of the Trenches
Taking the long view can help fundraisers make the most of their resources.
A few years ago, it was unthinkable that a small shop could conduct its own multivariate tests on its own website (e.g., testing different ask strings or donate button designs). These days, it's easy and free with Google Website Optimizer. Until recently, no one bothered to listen to chatter on Facebook or Twitter about an organization or its work because the chatter wasn't significant. Now Facebook has more than 400 million active users — impossible to ignore.
- Companies:
- Jossey-Bass
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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