Non-Profit Fundraising: Is Multi-Channel Worth the Hype?

Non-Profit Fundraising

• Instead of focusing solely on traditional communication vehicles, multi-channel fundraising uses the full-spectrum of what’s available today.

• Using multi-channels for non-profit fundraising is a trend not likely to change any time soon.

• As new communication vehicles and technologies surface, it makes sense non-profit organizations will stay ahead of the curve and use all the tools and resources available to them.

• Multi-channel fundraising means a non-profit uses a variety of communication mediums to convey messages to its audiences.

• It revolves around the preferences of the non-profit’s constituent and makes use of both traditional and new options.

Non-Profit Fundraising

Direct Mail. •You may have gotten the impression or even read that direct mail is dead. •It’s true online channels have increased tremendously in popularity. However, direct mail is still a significant channel for non-profit fundraising. •Examples include post cards, newsletters and other forms of mail distributed through the postal service. Internet. •Non-profit fundraising uses the Internet in a wide range of ways. •Examples include e-mail, newsletters, blogs, RSS feeds, social media and more. •However, the most important Internet communication channel for non-profit fundraising is the organization’s own website. •In some cases, the non-profit may put more effort into other Internet sub-channels than it does its own website.

Common Channels in Non-Profit Fundraising

Non-Profit Fundraising

Phone. •Like the Internet, the phone offers several sub-channels for non-profit fundraising. •Advanced technologies expand the phone from a simple tool for audio conversations to a sophisticated communication tool. •Today’s phones offer mobile communications, text messaging, mobile Internet and more. Face-to-face.•In non-profit fundraising, it’s important to not let technology replace people interaction. •Conversations can be powerful and must never be excluded from a multi-channel program. •They can take place one-on-one or in group settings.

Common Channels in Non-Profit Fundraising

Non-Profit FundraisingChallenges in Multi-Channel Communications

 •Having a variety of channels creates opportunities to reach an increasing number of constituents. But, with more options available come more difficult choices.

•For example, What channel is best for conveying a certain message?

What channels do each constituent segment prefer?

What’s the best combination of message, channel and preference for each communication?

How can you overcome these challenges?

•Several tools exist to help in non-profit fundraising.

Non-Profit FundraisingChallenges in Multi-Channel Communications

 Constituent preferences. •Most donor management systems will allow you to indicate contact preferences. •The system can categorize constituents based on how they prefer to receive communications, such as via e-mail, phone or direct mail. Web analytics. •This tool gathers information about constituent behavior so it can make better decisions about non-profit fundraising. •By learning about its constituents, the organization can determine the most effective appeals and the most used channels. Social networking. •Easy and economical, fundraising efforts should include setting up a social networking page. •It helps establish a community for constituents to communicate your mission.

Non-Profit FundraisingChallenges in Multi-Channel Communications

 Multi-channel incoming communications. •Just as you distribute multi-channel communications to your constituents, it’s important you allow them to communicate back to you using a variety of channels. •For example, in a single communication, you should give the recipient the option to call, e-mail, visit your website or send a postcard. •Make it as easy as possible to engage your organization. Consistent messaging. •Often multi-channel fundraising results in multiple messages being conveyed.•You risk confusing constituents and possibly reducing donations. •It’s critical your overall message remain consistent regardless of the channel you use.

Non-Profit Fundraising• Non-profit fundraising in today’s competitive environment requires strategic

messaging that builds a strong, comprehensive annual fund program and a pipeline to major giving.

• IPM Advancement works exclusively with non-profit organizations and brings expertise, energy, and resources dedicated to helping you raise the money needed to support your mission.

• With over 75-years of fundraising experience, the IPM Advancement team

brings deep knowledge of what works to build the strongest relationships and raise the most money for your organization.

• Our success is built around strong direct marketing messaging that integrates Internet, phone and mail into a multi-channel approach that gets results.

• Whether you choose to use one vehicle or an integrated multi-channel

approach for your fundraising program, IPM Advancement is dedicated to helping you raise more money and engage your supporters in meaningful and creative ways.

About the Author

Edward Phillips, MBA is Chief Creative Officer of IPM Advancement, a leading non

profit fundraising company.

Visit us at http://www.ipmadvancement.com

or call 623-687-3908 for more information about

Non-Profit Fundraising.