Getting Your Wires Crossed

Properly executed multi-channel fundraising involves timing, and an understanding of donors and prospects, tracking, and response-rate metrics, among other things, designed to result in a seamless amalgam of unified, branded messages that support each other and your
organization.

According to Tom Gaffny, executive vice president of fundraising for Wakefield, Mass.-based Epsilon, which specializes in customer relationships, it’s a relationship builder that demonstrates “the charity’s interest in the person, the commitment to the person, the idea of good stewardship and the fact that [the nonprofit] wants to have a relationship.”