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While you might feel ready now to jump on one or more of these exciting new trends, Johnston stresses the importance of using them as a strategic part of your overall plan.

“Ninety-five percent of the charities out there don’t have a plan on paper at all,” he says. “They have a direct-mail plan, they have a telephone plan, but they tend not to combine old and new media in Excel charts,” he says, adding that benchmarking and goal setting are key to understanding your current conversion rate and figuring out ways to make it better.