Multichannel

The message I heard after year-end 2010 was clear: One-off appeals (whether letters or e-mails) don't work well anymore. These days, the organizations with the most direct-response moxie are the ones that craft engaging 
campaigns with many touchpoints. Multipronged campaigns not only raise money — they build deeper relationships that pay off 
over time.

On March 2, FundRaising Success hosted a webinar titled, “Strategies for Seamless Integration Across Fundraising Channels.” Speakers included Tabetha Leinweber, director, direct marketing, Susan G Komen for the Cure; Craig Wood, founder and CEO, Clarity Group; Greg Fox, senior vice president, chief strategy officer, Merkle; and Angie Moore, general manager, nonprofit practice, Merkle.

One of the best ways for fundraisers to get new ideas is by learning from their peers in the nonprofit sector. And despite the economy and continued budget cuts, 2010 saw no shortage of successful fundraising campaigns.

Mobile donations serve as a great complement to more traditional giving channels such as direct mail, e-mail and online giving, according to recent findings from a survey commissioned by The mGive Foundation. The survey revealed that 86 percent of respondents who give to an organization via SMS-based mobile campaigns would consider giving larger dollar amounts via alternative giving channels.

In addition, 80 percent of survey respondents who were regular online and/or direct mail donors indicated that donating money via text would not preclude them from giving a larger amount via alternative channels.

People go online because they're seeking to connect with other people, with things they like and with causes they love. Technology enables them to forge stronger connections, and people therefore come to nonprofits with high expectations for the way we treat them online.

Robert Croft and Jennifer Renner shared three keys that make the difference between mediocre fundraising and successful fundraising in tough times during an AFP presentation.

At the Direct Marketing Fundraisers Association Year-End Luncheon, veteran fundraising expert Roger Craver, founder of DonorTrends and editor of The Agitator, shared five fundraising trends to get on top of in 2011.

AFP CEO Paulette Maehara shares her thoughts on Convio's positive 2010 Holiday Giving Survey findings.

Here are six more online fundraising communications takeaways gleaned from the 2010 elections.

If the 2008 election was about hope and change, the 2010 midterm campaign, judging by its direct mail, was mostly focused on anger. That's the most obvious takeaway based on a review of the fundraising appeals and campaign fliers that we've seen during the year. Whether directed at President Obama, or at congressional leaders Harry Reid and Nancy Pelosi, this emotional touchpoint dominated political mail like it hasn't since the days of Bill Clinton.