Online fundraising strategies and tactics have their roots in the direct mail world, where fundraisers view individuals’ behavior in aggregate and carefully scrutinize campaigns for small adjustments that can lift the overall return.
But as the field matures, online fundraising is taking on characteristics all its own — as Conservation International‘s Vinnie Wishrad (disclosure: a Beaconfire client) and Krista Harte Sassaman of Epsilon discussed at the Bridge Conference in Washington DC earlier this month.
Fundraising Success was on hand to cover the event, and shared many nuggets of wisdom, including these:
- Direct mail is more predictable than online fundraising
- Online donors are more likely to respond to direct mail fundraising than the other way around
- Online giving really surges in the aftermath of high-profile crises
- And no surprise, trends point towards a larger role for online fundraising future in the future
More wisdom in the full article over at Fundraising Success.