Three reasons you need to complement offline fundraising with online outreach

The Impact: Online fundraising studies have repeatedly proven that engaging donors through multiple channels – online and off – yields the best results, with donors giving more, more often. If you’re only relying on offline channels, you’re missing an opportunity to significantly increase giving.

The Price: Adding online outreach to your fundraising strategy is a wise budgetary move. The highest marketing cost for most nonprofits is direct mail newsletters and appeals, so it’s frugal to move as much of your outreach online as possible. Email is vastly less expensive than offline outreach, and online donations are far more efficient than processing checks – plus the average online gift is triple the typical offline one.

Your Supporters: Today’s donors don’t want to be treated like walking wallets. They expect a convenient, personalized, conversational and interactive experience with your organization. Online giving enables you to make donating fast and easy for the growing number of people who prefer to donate online. Email lets you segment your donors according to their interests, send them timely communications, and allow them to participate in what they are reading by clicking and writing back. That’s a winning engagement formula.

Posted by .(JavaScript must be enabled to view this email address) on 07/01 at 08:48 PM

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Comments

I’m glad I found this website. For the past 35 years my Rotary Club has struggled to raise funds the traditional “pound the pavement” ways. I can certainly see the merits of launching fund raising activities online and will watch for ideas on how to do that.

Cheers.

Posted by John McBean on 07/02 at 02:13 PM

Great points especially how donors don’t want to be treated like walking wallets.

Many people neglect to use online and offline strategies for fund raising.

Posted by David Nielson on 07/02 at 02:35 PM

Katya,

Many non-profits do not fully utilize their web “real estate” fully. Just focusing on web sites, they are often out of date, hard to read, and even have multiple typos. Definitely a lost opportunity.

Your point about donors not wanting to be treated like walking wallets is what it close to home for me. “The Ask” is as much art as it is science to be effective without alienating a supporter, or making them think about that “wallet with feet.”

I just recently found your blog and enjoy your perspectives.

Best regards,

Dave

Posted by Dave on 07/03 at 09:36 AM

Hi Katya,

I totally agree with you about moving your marketing to email marketing as it does make it so much cheaper. I do this in my own work and I’ve been trying to change the minds of the charity I work with, I will use your blog as further proof this is a good thing to do. Thank you

Posted by John on 07/03 at 07:01 PM

Great article!!

Posted by marcianokent on 07/03 at 08:01 PM

We did a sort of mixed online/offline fundraiser event a few years ago and the great thing about it was that many of those who were a little hesitant to donate found our online presence and then decided to donate.

Posted by Erik on 07/03 at 10:37 PM

This article struck me. I’ve been trying to get into Offline Marketing, and I considered doing a JV with a charity, and your article has helped me, make a decision.

Posted by Caleb on 07/03 at 11:20 PM

You make some good points, but I am doubtful of using email. Lot of people may just have set up their email receivers to place email received such as this go to spam mail.

Posted by Arlene Chase on 07/04 at 02:09 PM

The potential to raise funds online are huge. I am sure affiliate marketers could actually make it profitable for themselves by promoting related products. Who cares if they are making a profit, as the long as the funds are going to the right people.

Posted by Stephen on 07/04 at 08:42 PM

good advice. I am seeking ways to get for fund for the NGO I am working with. Surely your blog helps

Posted by peter obsburn on 07/05 at 02:07 AM

I am very pleased to know some vaulabe points on fundraising. thanks for sharing

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Posted by Anishhub on 07/06 at 10:47 AM

Posted by FabioJesus on 07/06 at 12:48 PM

Hopefully this helps out some of you who are looking to integrate online donations to your charities…

Online donations have become a very important piece to the puzzle and it has become almost expected that charities accept donations online. Not only does it make the donation easier on the donor, but it is also saving the organizations time by eliminating the phone call, taking down donor payment information, recording the donation, and sending out a receipt.

Events.org (http://www.events.org) specializes in event technology but more relevant to this post, we also provide online donation websites that are customizable and come with reports for monitoring.

Speaking from my own experience in nonprofit planning, every org needs a way to take online donations. It is not only faster, but it is more convenient, less time consuming, it eliminates the cost of sending out mail reminders for donations, plus very few people feel comfortable mailing in credit card information.

Take advantage of online donations…if anything, think of the potential audience you could reach by sending out one web address.

Posted by Katie on 07/06 at 02:01 PM

Personally, I find the ease of donating online prompts me to donate more frequently.

Posted by Johnny Mulder on 07/06 at 10:54 PM

I am very happy that i have read this post. I am finding it very difficult ro raise funds offline. I hope this will help me a lot.Metal Roofing
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Posted by Peggy Andrew on 07/07 at 05:02 AM

Promoting a fund raising event is more easily done online also. And many times with less cost than offline promotion.
Kris
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Posted by Kris on 08/06 at 07:29 PM

Thanks for the insight. Online outreach is an cheap way to market - and helps with the budget - we use this tactic all the time for our roof replacement marketing strategy.

Posted by Maurice Harrison on 08/09 at 01:08 PM

Great advice, thanks for the great tips!

Posted by Cover Letter on 10/07 at 06:59 PM