Tips for Using the Web, E-mail and Social Networking to Net 'Wired Wealthy' Donors - Page 4 of 14

By Abny Santicola

It's not demographics that define donors; it's their behavior.
Each donor cluster requires a customized, targeted marketing approach to capitalize on their giving.
Understanding proclivities of a donor base creates huge opportunities to customize a fundraising strategy.

For his part of the presentation, Smith outlined the difference between an online strategy and tactics. An online strategy is a plan of action for using the Internet and other digital mediums to achieve a goal or set of goals, while Web site, Facebook, Twitter, SMS, e-mail marketing, SEO, banner ads, etc., are all tactics that can be used to accomplish that strategy.