Trends in the Fundraising Sector

Multichannel
“We talk a good game in this business about multichannel integration, and it’s sort of like a hypocritical preacher: Everyone who’s talking about heaven ain’t going there,” Craver said. “But the reality is, for example, Campbell Rinker released a survey that 31 percent or 32 percent of the gifts that came in online came in online as a result of the direct-response solicitation. So we do need to pay real attention to that. And historically, there’s been a problem integrating the direct-mail, the direct-response data with the online data.”