Fundraising's Changing Face

Online giving is rising dramatically, especially during high-profile events such as disasters, political campaigns and targeted multi-channel media efforts that draw attention to a particular cause or campaign. The challenge for fundraisers is to make certain that we’re prepared. Forrester suggests commercial marketers adopt a “war room” mentality to harvest response. Fundraisers should do the same, arming themselves with systems that fully integrate online, direct mail and the telephone into a seamless fundraising structure designed to make giving as easy as buying a product or service.