is7 was pleased to present at the Washington Nonprofit Conference with CURE International at a forum that explained how to shift an organization from mostly using offline marketing such as direct mail and move to an integrated multichannel strategy by combining internet marketing with their offline campaigns.

This hour long forum was densely packed with valuable information, so we’re spreading it out over 3 posts to make it easier to digest. Here are the scan-able take away points from the beginning of the presentation:

Key Point: Donors don’t live in a single channel of communication. Neither should your fundraising.

Lessons from Other Industries

• Catalog: Research reveals that more than 1/3 of consumers prefer to respond to print promotions online
• Check Printing: Some consumers actually put all of their bills on their credit card because it is convenient and it earns miles or reward points
• Direct Response Television: Infomercials on TV now expect more than 50% of buyers to order online

So, what can nonprofit organizations learn from the commercial world’s experiences?

• Offering check-only payment for donations reduces giving.
• Online giving for most direct mail donors starts with the direct mail appeal.
• When direct mail donors begin giving online their giving increases from 35% to 50% per year.
• Online donors are the most likely donors to sign up for monthly auto debit giving.

Mutlichannel Giving

Offering multichannel giving options can:

• Increase your organization’s donor income for every donor that begins to give online
• Produce an increase from 35% to 50% when donors begin to actively give online
• Bring back lapsed donors and increase donor retention
• Result in larger average donations, because online donors typically give larger gifts, give more often and easily make the transition into monthly auto debit donors

We’re slicing out key sections from the conference’s video feed of the presentation. Stay tuned for part 2 with more insights as well as multimedia content from this conference, including the ability to download the full slide presentation.

If this article peaked your interest in strengthening your multichannel marketing efforts with online integration please contact us today for more info. Or catch us on Twitter – @is7interactive to see additional great content about nonprofit marketing.

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Tags: catalog, check printing, cure international, direct mail, direct response, direct response television, donor, donor retention, is7, multichannel, multichannel fundraising, multichannel giving, nonprofit, nonprofit marketing, online, washington nonprofit conference

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