What’s In-Between Traditional and Online Strategies in Fundraising
Last week Katya Andresen of Katya’s Non-Profit Marketing Blog “Getting to the point” blogged about the older generation being more generous than its younger counterpart and by quite a bit more.
Katya argues that donor expectation plays a huge part and that no one strategy should be given exclusivity right now and that “fundraising expenditures must be weighted according to a strategy that maximizes those who are giving now.”
This is where I believe she makes a great point:
So should you write off anyone remotely youthful? Forget the Internet for the next two decades? Errr…. no.
Agreed Katya!
I see as a two part strategy:
- Keep the currently successful offline strategies of fundraising – because they work for some now.
- Take advantage and innovate in the online realm – because it works for some now and will work for more in the future.
At FundScrip, we struggle with these same dilemmas. Many of our groups (approximately 30%) use a paper order form type of campaign while other groups insist on an online supporter-based campaign. Both types of campaigns can be tremendously successful but they are aimed at very different audiences.
I believe we are in a cultural (age-related) transition of fundraising – social fundraising. Some online strategies work but some don’t. Some traditional strategies work but some don’t.
So what’s in between all these traditional models and future trends? Well, in the case of FundScrip it’s our MemberCare department.
FundScrip’s MemberCare department tries to guide these two very different group types and help them reach their fundraising goals all the while addressing and balancing the differences and the demands of an online campaign and a paper order form campaign.
It’s a challenge but we strive to satisfy everyone when it comes to established ways, web technology and social fundraising trends.
Our online and traditional game plans have come a long way since FundScrip was founded in 2004 and for that very reason we remain a relevant fundraising tool to both our online and offline audiences and we plan to hold on that place for many years to come.
What do you think about all this? Chime in here!
