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“A planned marketing mix is more effective than a random selection of distribution channels,” he says.

For example, the Howard Dean campaign was revolutionary in raising money online, netting more than 500,000 online supporters and featuring peer-to-peer fundraising. What’s more, after the 2004 tsunami and Katrina in 2005, hundreds of thousands of people went online and gave to organizations for the first time. The challenge, Johnston says, has been how to combine the strengths of different mediums to keep those new donors giving and, even better, to keep them giving monthly via guaranteed electronic funds transfers.