Channel Surfing: A News Roundup | npENGAGE

Channel Surfing: A News Roundup

By on Jun 13, 2011

Tagged:      

flickr.com/photos/mikebaird

Although there are some new findings in the recently released 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, online to offline migration is still going strong, much as it was in the last report three years ago. The Report’s release has (re)fueled the conversation fire in the nonprofit community. 

The data clearly shows that integrated direct marketing is essential for maximizing the long-term value of online-acquired donors. But why aren’t more organization’s doing it?

Several bloggers and journalists attempt to answer this age-old question in the following coverage from around the sector:

Direct marketing guru and blogger at The Agitator Roger Craver shared the following tough love comments in his post Online Ghost Haunts All Fundraisers: “I’ve long suspected that too many of us find too many excuses for avoiding the multi-channel integration challenge. I don’t know whether it’s sloth, incompetence, lunch with printers, or just fear that the income from a donor won’t end in ‘my’ bucket. What I do know from this Target Analytics study is that ignorance and sloth are ruinous. The writing is on the wall, it’s in the data and, frankly, it’s staring us in the face. As this report so clearly indicates, we’re not seizing the opportunity and it will come back to haunt us all.”

Mark Phillips, the founder and CEO of Bluefrog shared an in-depth analysis of the report on his blog Queer Ideas: “For me, this report offers a challenge. It shows that where we fail to engage donors, we also fail to raise funds. If we are to tackle this situation (and improve the retention rates of all supporters) we need to look again at our websites and ask ourselves if they give donors what they want? Because when it comes to fundraising, this report firmly suggests that we aren’t.”

In MultiChannel Donors: Real? Or Yeti? on the NTEN Blog, NTEN’s Holly Ross writes: “For those of you waiting for the direct-mail death toll, it looks like you’ll be waiting a while longer. The study confirms what we already know: online donors are younger, have higher incomes and give larger initial gifts than offline-acquired donors. But they tend to make that second donation online only about half the time.”

On Katya’s Non-Profit Marketing Blog, Katya Andresen of Network for Good points out in her post Welcome to the silo: The sad death of multichannel marketing that “Many studies in the past couple of years come to the same conclusion, quite rightly: The best way to build a relationship with donors is to acknowledge the fact that people like to give in a variety of venues: email, direct mail, Facebook,etc.  There are not just pure “online donors” and “direct mail” donors – there are donors who choose to mix it up.  So multichannel marketing is key to a fertile fundraising landscape.”

Additional coverage

• The Nonprofit Times covers the Report in Study: Online-Acquired Donors Switch To Mail, Not Vice-Versa
• Joanne Fritz shares her takeaways in Unraveling the Data about Multichannel Donors on About.com.
• Fundraising Success writer Joe Boland, penned the article Direct Mail Still Rules the Day in Fundraising.

Where to go from here
Blackbaud’s Allison Van Diest published an accompanying commentary focused on improving overall giving through a multichannel approach. It’s a great guide for making the most of your channel-surfing donors.

ABOUT THE AUTHOR

Comments (2)

  • Jin within is usually escorted on the medical center in the process your ambiance being energized, refuses to relieve, your medical center factor offers inserted this mood-stabilizing prescription medication to him or her. Jin while is definitely receiving that examination shortly, refuses that will admit your self offense, tory burch shoes your verbal terminology is actually primitive. Jin earliest opens shoot that concept is definitely 10 year-old power gains all the perks the particular household leather. Jin your brand, the facility benefits the actual leather-based due to it has the outdated one year previous, but insults by itself many times, a pair of people today get in advance of the following own applied many times. tory burch flats It’s mentioned in which once Jin enlists, many times by corporal consequence. Jin believed which he is also been isolated by ally, one time many times changed using the employer, but features suffered from adapts that affiliate marketing online lifetime with frustration. As outlined by that Southern area Korean Dark blue spokespeople claimed the occurrence develops when tory burch sale Jin is not really doing works. As outlined by this stipulation, Jin should not hold the weapons outdoor the actual performing assignments occasion. However Jin after doing obligations have finished, hasn’t came back the actual marker, is definitely the reason for the actual marker administration this office not fast finding, this merely and then breeds that loss. Your weapon shoot arouses that Southern area Korean press very easy fascination. “East China Daily” upon Fifth, inside a subject matter is usually “Has Such a Tragedy’s Sea corps May also be labeled Can be Healing in the armed tory burch reva ” inside the column saying that Southern Korea sea corps may be the traditional healing in the military, but has these kinds of tragedy’s marine corps possibly not kid possibly be identified as will be healing in the military once again. That post idea that while in the barracks that use and also uncommon can be used for the range, your operations not enough, not to ever view this provider to state etc is the reason that your event develops. “the North Korean Daily” upon Fifth also creates to point out of which “the internet marketer legislations pleasure initiation worries”. Just lately, your Southern Korea sea corps problem regularity leaves. In final cheap tory burch sandals, since Southern Korea sea corps Senior Colonel Wu had been a suspect to put into practice the particular lovemaking breach to be able to receive the actual treatment which will kept throughout business resigns. In previous thirty days, but in addition features that Southern area Korean Dark blue militia to available fire the actual alert on the air-carrier airplanes “the farce”. 

Leave a Reply

Your email address will not be published. Required fields are marked *

Get Updates

Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!