If you’re like 90+% of the nonprofits reading this blog, direct mail gifts still make up the overwhelming majority of your fundraising revenue. So it makes sense that your direct mail initiatives receive the lion’s share of your fundraising focus and resources. But as marketers and fundraisers try to reach out to new prospective supporters and look for new ways to keep current supporters engaged, many are discovering that there are great opportunities within a strategic multichannel approach to communications and fundraising. If you haven’t started, it may be time for your organization to pay special attention to how online and offline work as complimentary fundraising channels, rather than competing initiatives, so you can improve overall giving through multichannel marketing.
