I spend a couple of days a month on the road, mostly presenting at conferences and user forums on email best practices. Often, I am the only presenter on good old email in a conference packed with sessions about social media and mobile.
At these times I can really relate to direct mail specialists, who’ve dealt with their channel being out of vogue for a decade.
So I’ve been extremely gratified to see the buzz surrounding Blackbaud’s 2011 donorCentrics Internet and Multichannel Giving Benchmark Report. The report, which covers 15.6 million donors and more than $1.16 billion dollars in revenue, shows that website giving and direct mail giving are both still alive and well while encouraging nonprofits to pay special attention to how online and offline work as complimentary, versus competing, channels. For example, while online is far and away the giving channel of choice for new donors under age 65, those same donors renew via offline channels 40% of the time.
To review more of the report’s findings and discuss how organizations are able to make the case for investing in online initiatives despite direct mail’s continuing dominance, I hope you’ll join me at Care2’s free web seminar on June 29 at 3pm. Karla Capers, Jocelyn Harmon, and I will talk about real world results in multichannel campaigns and how to overcome siloed reporting so you can raise more money and acquire more new donors.
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