Getting Your Wires Crossed
The best fundraising strategies stay true to their roots with uniform messaging transmitted via a network of diverse but seamlessly integrated platforms.
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f your idea of multi-channel fundraising involves sitting at a desk with a telephone receiver balanced between your ear and shoulder with your finger poised to hit “send” for an e-mail appeal as you drop a direct-mail package in the outbox, cease the blitz campaign for a minute and read on.
Multi-channel fundraising, which professionals across the board acknowledge is a strategy whose time has come, sounds easy when you break it down: You’ve got channels — multiples of them. Integrate them and raise funds. Simple, right? But while an all-out assault on potential donors from every which way might get your organization noticed, it probably won’t be the kind of attention you’re seeking.
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Abny Santicola
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