Three reasons you need to complement offline fundraising with online outreach
Posted by katya on Thu, July 01, 2010The 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.
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