The Evolution of Multichannel Fundraising

Single sign-on from Facebook, Google and others is becoming ubiquitous and enables easy sign-on to (online) donation forms and registrations. Single sign-on also removes the friction for accessing services on the Web, mobile Web or even mobile apps, and is key for signing on to mobile apps.

Here’s an example of how a multichannel approach works in phase 3: Suppose your organization runs a walkathon fundraising event where your supporters visit an online registration form on your site. You can enable Facebook Connect to facilitate the registration process for the fundraising. This allows your supporters to use their Facebook login credentials to work through the registration process more quickly and helps you spread the word to their networks. Once participants are registered online, it’s easy to tell all of their friends that they are signed up by posting their participation in this event on their Timelines and on their friends' feeds in Facebook. Participants can then create online fundraising pages to solicit donations.