Trends in the Fundraising Sector

For instance, the reactivation rate for multichannel donors is 16 percent versus 7 percent for online and offline. First-year donor retention is better. Donor retention of five or more years is much better. “If there’s anyone to focus on, it’s your multichannel donor,” MacLaughlin said.

Craver added that it is truly a mystery to him how little telemarketing is used in conjunction with online activity. He believes it’s one of the most powerful multichannel combos. After someone takes an action online, fundraisers should “then call them and thank them and ask them to become a monthly donor or ask them for a special campaign gift. It’s a slam dunk, yet it simply isn’t used by many groups,” Craver said.