More Channels Equal More Revenue

November 15, 2016       The NonProfit Times      

More is more, especially when it comes to reaching out to potential donors.

That was the theme of a recent presentation, “Building Your Multi-Channel Campaigns,” given by three non-profit executives at the 11th annual Bridge to Integrated Marketing and Fundraising Conference, held in July in National Harbor, Md.

Donors are fluid in their interactions, according to the presentation, hosted by Heather Shelby, engagement manager for the Environmental Defense Fund, Christy Jones, a vice president with the American Association of University Women, and Chrissy Hyre, the director of telemarketing strategies for marketers Chapman, Cubine and Hussey. Most were more generous when contacted through more than one media channel, the women found through their own experiences.

In 2014, 0-24 month donors contacted through two or more channels were 22.7 percent more likely to give than donors contacted through one channel, they said.
They also gave at a higher level — a 22.4 percent higher gift. And, contacting them through more than one channel generated 50.3 percent more income per donor contacted, their presentation showed.

This is so because some donors are regularly fluid in their interactions with channels of media, with 32 percent of online doors renewing their giving offline, and three percent of offline donors renewing online, according to Blackbaud’s “2015 Charitable Giving Report.” Additionally, overall giving was up 1.6 percent in 2015, though online giving was up 9.2 percent.

This, in part, is due to the large amount of time Americans spend in front of screens — an average of 4.4 hours of leisure time each day, according to the presenters.