The Web 2.0 phenomenon has empowered organizations to more easily employ viral-marketing tactics. Constituents can forward messages, advocate and become virtual marketers on behalf of their favorite organizations. But sometimes we can get caught up in the technology frenzy and lose sight of the basics. Below are some best practices to keep in mind when using viral marketing as a fundraising tactic.
Darryl Gordon
Savvy nonprofits have seen both the vision and value of multi-channel fundraising and are actively using multiple mediums to support their fundraising efforts. The process of integrating channels — that is, working to ensure all mediums used in a campaign share the same message, branding and call to action — is not without its share of challenges. In fact, it’s not enough for nonprofits simply to use e-mails, Web content and direct mail in a fundraising campaign; the mediums must work together to support the same end goal.
