by Vinay Bhagat, Founder and Chief Strategy Officer, Convio
Vinay Bhagat, Chief Strategy Officer, Convio
For the most part, fundraisers no longer believe that online marketing is competitive with offline marketing. Most understand that you need to incorporate both into your marketing strategy and they should be coordinated in order to realize synergies. Many fundraisers, however, struggle with determining how much to focus on and invest in online marketing and how to drive the coordination between online and offline channels.
With the exception of a few specific segments of nonprofit organizations like disaster relief groups, public radio stations and heavy users of gift catalogs or volunteer-led special events, a majority of direct response fundraising-driven organizations still raise less than 10 percent of funds online (although this figure is escalating rapidly). This low percentage mistakenly leads many direct marketers to focus less on their online marketing efforts relative to traditional channels. To determine the appropriate investment allocation, fundraisers need to think through some new 'integrated math.' Consider the following example."