This blog will address the third of four steps to improving your online fundraising strategy: weaving together your online and offline marketing techniques. While online fundraising is vital, it cannot be the whole of your marketing strategy. Because your donors are unique and diverse, your marketing channels should be too. Your aim in this step should be to integrate online and offline marketing to give your donors a variety of communication and donation options.
Mailing offline
1. Talk to your donors to discover which channels they favor for communication and donation. Even if you think you know what they prefer, ask for their input.
2. If you have donors who have missed a year of giving, send them a cultivation mailer – encourage them to visit your website and guide them to a page that makes a persuasive case for why they should give again.
3. Connect your communication methods by using email to remind donors of letters or phone calls they will receive from your organization.
4. Over time, collect the email addresses of direct-mail contacts who want to communicate with your organization through email. Develop an efficient way to collect email addresses without discouraging giving.
5. Don’t make the mistake of appearing too quick to solicit funds and too slow to follow up communications with the donor afterward. Use email to notify supporters of the difference made by their giving.
6. Interest your direct-mail contacts in your website by letting them know about special content that is unavailable through direct mail.
Other Channels
1. At your organization’s special events, have an email sign-up sheet available.
2. Make your call to action a part of everything you print and distribute. Have your web address available on everything as well so that donors have an option of donating online.
4. To follow up with over-the-phone donations, ask the donor if you can send them a receipt by email. You’ll save on paper and postage costs, but moreover, you’ll gain another way to reach out to your donor.
Information taken from www.fundraising123.org
--Kelsey Luffman is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.