Talking Back: Fundraising Challenges 2005

Todd D. Hendricks, senior director of direct response, ASPCA, New York: “The biggest opportunity in 2005 will be for organizations to tie together their outbound fundraising communications to speak with one voice and provide donors and potential donors with multiple ways to respond. Tying together the Internet, direct mail, television, radio, telemarketing and other direct-response vehicles has never been more important. Donors will respond and communicate in the manner they prefer. It is critical to make the preferred portal available to them. The organizations that recognize and react to this will be the organizations that continue to grow.