So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
Challenge One:
An ‘Integrated’ Database
The desire for an “integrated” database is as long-standing as multichannel marketing. Managers want to know when a donor makes a donation via mail, Internet or telephone; buys a ticket for an event; and volunteers for a “walk.” They don’t want five databases; they want the information in one location. For many, this is an objective that has not yet been reached.
- Companies:
- CDR Fundraising Group
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