Thursday, 10 November 2016 06:00 AM / by Sean Finnegan

Online.jpgMore and more non-profits are moving their fundraising efforts online, especially Christian non-profit organizations. Online fundraising seems like a perfect fit: many Christian non-profit organizations are trying to do more with less. Online fundraising seems to be the easiest Direct Marketing solution for cash-strapped non-profits to implement - it seems inexpensive, anyone with a computer can do it, and every organization believes in the generosity of their online donors. But will your next Online Fundraising Campaign translate into net income for your non-profit Christian organization? More importantly, can Online Fundraising lead to sustained donations for your important programs and projects?

DIRECT MAIL IS THE ENGINE THAT DRIVES THE TRAIN

E-mail, Facebook, Twitter, and other social media platforms are fantastic tools for any non-profit organization, Christian or otherwise, but Direct Mail remains the most effective means of building support and raising funds of any Direct Marketing solution. Any non-profit that wants to build a consistent flow of revenue, must build a solid Direct Mail database. A recent study showed that 60-80% of all non-profit donations come from Direct Mail. When the numbers are analyzed Direct Mail beats online channels, especially when you measure Return On Investment. (Click here to see a recent analysis)

We're tangible beings. We like things we can touch and feel. We like the feeling of paper in our hands, and trust it to some degree. Thanks to internet scams and unscrupulous e-marketers, many people simply do not trust online solicitations. Direct Mail is something many donors trust and respond to. It’s a tool that physically bonds your organization with the donors. (To learn about starting a Direct Mail campaign click here)

INTERGRATE, INTEGRATE, INTERGRATE

Now to be clear online, fundraising has a place. When executing a non-profit fundraising plan, you should make every effort to ensure that all your different avenues of fundraising strategies are integrated.

The key word in the plan is INTEGRATION. Direct Mail, Email, Facebook, Twitter, etc... should all be working together, conveying the same message, and directing donors to the same place. In the short term, these avenues may appear to compete with one another. But in the long term, if all channels are on message, all ships rise.

If you coordinate your message across multiple channels and properly measure them, you will find that an integrated campaign raises more collectively.

In all marketing, whether it’s for-profit or non-profit, familiarity plays an important role. People want to get to know the organization they are supporting. That's one reason we see the same commercial played over and over again on tv. The same is true for non-profits. If a client sees a post on Facebook about a certain project you are doing, then gets an e-newsletter explaining that project in more detail, when the Direct Mail piece comes asking for support, they are primed to respond because all channels worked together

Single-channel messaging is no longer a viable option for non-profits. Every way you have of communicating with your supporters is important and should be utilized wisely. Keep your messaging consistent – both in look and content. All these touches are opportunities to reinforce your charity's message to your supporters.

Direct Mail & Online Fundraising are both excellent fundraising channels that can be taken to new heights by proper integration.


Ask us about how integrated fundraising can help your Christian non-profit organizations. To learn more about running a Direct Mail Campaign, click on the icon below for our free book, Keys to a Successful Direct Mail Campaign.

 

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