Wednesday, April 26, 2006

Maximizing ROI in an Integrated Context :: PNNOnline ::

Maximizing ROI in an Integrated Context :: PNNOnline ::: "Maximizing ROI in an Integrated Context
Posted by: taitchison on Wednesday, April 26, 2006
Topic Expert Opinion

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). ."

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