In This Edition:

• Technology Conversation Without The Heartache
  
  
• 57 Channels And Nothin’ On
  
  
• The Donor Experience And Online Giving

Technology Conversation Without The Heartache

In the movie “Desk Set,” the employees in an information reference office headed by Katherine Hepburn felt threatened when Spencer Tracy was brought in to computerize the department. Kate's girls, thinking they were going to lose their jobs, resisted the new approach, and Spencer couldn't understand their lack of cooperation. In the end, humans and computers learned to work together and everyone was happy. Kate and Spencer even fell in love.

It makes a good movie scenario, but in fact, introducing new or updated technology can ruffle feathers in any organization.

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57 Channels And Nothin’ On

Direct mail or email. Direct response television or YouTube. Twitter or Facebook. The number of channels to reach donors is growing, but it’s still all about clear communication, according to Geoff Peters, president and CEO of CDR Fundraising Group in Bowie, Md.

Peters talked about multi-channel fundraising, from snail mail to PURLs (personalized URLs), during the recent National Catholic Development Conference at Arlington, Va.

The sheer volume of channels available might scare off some people, but using these channels strategically could end up helping your organization’s communication efforts, according to Peters.

Here are his thoughts:

• It’s about the math. Integrating communications across multiple channels should work positively, increasing your donor numbers. You aren’t subtracting anything – so you only have room to gain.
  
• One size does not fit all. People respond differently to various channels. The person who may answer your email campaign might never respond to your Facebook account or your direct mail.
  
• Small organizations have an advantage online. Social networks and email campaigns can be implemented with little or no cost. But these channels still require time, especially social networks that need time dedicated to building relationships.
  
• Direct mail is not dead. People have bemoaned the death of direct mail since the Internet took off. Peters reminded that people said the same thing about the fax machine taking over for direct mail – and look how that turned out. The average nonprofit makes 5 percent of their revenue online, which has increased substantially in the last 10 years but still doesn’t beat the donation juggernaut of direct mail at most organizations.
  
• Have one hand help the other. If you are looking to grow your email list, look no further than your direct mail house file. These names represent people who love your organization. Try an email append to get their email and build another relationship online.
  
• Integrate across channels. Keep your branding consistent with all channels so you don’t confuse the donor. If you send out a direct mail piece about puppy mills, don’t make dog fighting the prominent theme in your telemarketing follow-ups or email. Stick with one issue at a time and see if you can segment donors by their responses.
  
• Each organization is different.  Ask yourself what is the return on investment for anything that you do and make sure it works for the organization. Test everything so you know exactly how the communication integration works.

The Donor Experience And Online Giving

Creating an effortless online experience can enhance your donor’s overall experience with your organization, according to Bridget L. Brandt, senior marketing manager at Sage Software in Austin, Texas.

During a session at the recent Direct Marketing Association (DMA) Conference and Exhibition in San Diego, Calif., Brandt explained that you need more information to really see how people interact with you
Analyzing your Web site is just one crucial part of the communications experience your donor may encounter. But are those online experiences good or bad? 

Here are some tips:

• What do you do? A majority of organizations don’t have a description of their goals and objectives on their Web site. If you want people to give, it might help for them to know what you plan to do.
  
• Where are the donations? Only a small percentage of Web sites share how the donations will be allocated.  Your donors should know how programs are funded. Make the information available to everyone. Try to equate the donation amount to your mission -- for example, how many people you fed or how many acres of land were conserved.
  
• Make it easy to donate. Your Web site shouldn’t be a maze and the donation page shouldn’t be hidden from view. Construct your site so your donation page is one click away from any page. You never know when someone will feel compelled to give.
  

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