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2 comments - Last on 11/09/2009
A Word About Email Fundraising
Americans are about to experience the greatest deluge of nonprofit email appeals ("e-peals") of all time. The reduction of paper mail in our mailboxes this holiday season will be replaced by scores of e-communications popping up in our inboxes.
Email offers nonprofits efficiency, economy and effectiveness in getting our message out to our supporters. A loyal donor's gift is just a click away and this Obama-esque method seems to be working. Donors are clicking more than they mailed and giving more often and more money directly from their desktop/laptop/PDA.
Take heed, my fundraising colleagues: Don't let e-peals and cyber-giving cause us to distance ourselves from our donors. Use the time and money saved through e-peals to spend more time face-to-face with your prospects and donors. The age-old tenets of fundraising of stewardship and relationship building are more important now than they have ever been.
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Very true. I see more fundraisers using mass appeals to solicit smaller gifts rather than putting the time in to secure larger gifts from more committed donors. The low hanging fruits are not those who will necessarily stick with the cause/organization in the long run.
by AmitaKPatel Posted on 11/09/2009
I totally agree that development professionals should not neglect personal cultivation in pursuit of e-peals and other forms of internet fundraising. However, I do wonder to what extent personnel is an issue here. When organizations are encouraged to add new layers to their fundraising efforts during a time of economic stringency, they don't necessarily get an increase in personnel to go along with those new fundraising efforts. So, I wonder, do you think that technology is squeezing development personnel as much as helping them? Forcing people to do more with the same resources and so encouraging people to do what is easiest?
by Siovahn Posted on 11/19/2009