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

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

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Non-Profit Fundraising

• 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.

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

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

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Non-Profit Fundraising
Common Channels in Non-Profit Fundraising

• Direct Mail.
• You may have gotten the impression or even read
  that direct mail is dead.
• Its 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 organizations own website.
• In some cases, the non-profit may put more effort
  into other Internet sub-channels than it does its
  own website.

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Non-Profit Fundraising
Common Channels in 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.
• Todays phones offer mobile communications, text
  messaging, mobile Internet and more.
•  
• Face-to-face.
• In non-profit fundraising, its 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.

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Non-Profit Fundraising

• Challenges 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?
  
• Whats 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.

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Non-Profit Fundraising

• Challenges 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.

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Non-Profit Fundraising

• Challenges in Multi-Channel Communications
•  
• Multi-channel incoming communications.
• Just as you distribute multi-channel
  communications to your constituents, its
  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.
• Its critical your overall message remain
  consistent regardless of the channel you use.

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Non-Profit Fundraising

• Non-profit fundraising in todays 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.

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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.c
om or call 623-687-3908 for more information
about Non-Profit Fundraising.