Online Giving Smackdown :: A Very Special Baudcast

When Target Analytics released its 2008 donorCentrics Internet Giving Benchmarking Analysis, the sector responded with keen interest. The study is packed with insightful nuggets, but one trend is capturing everyone's attention (including The New York Times): First time online donors are often migrating to other channels, like direct mail. Yikes!

Will online giving, with it's higher average gift and youthful appeal, prove not to be the silver bullet everyone thought? The blogosphere and Twitter lit up looking for an answer, but I really liked this post on The Agitator: is online fundraising Too Important for Techies?

We decided to dig into the issue on episode 24 of The Baudcast (iTunes | direct), so key players were invited on the show for an epic online giving battle (or at least a lively conversation). Joining me was Roger Craver (founder of The Agitator and Craver, Mathews, Smith & Company), Hildy Gottlieb (president of The Community Driven Institute and author of The Pollyanna Principles), and Rob Harris (co-author of the 2008 donorCentrics Internet Giving Benchmarking report). I had a great Blackbaud crew on hand as well: Steve MacLaughlin, Allison Van Diest, and Melanie Mathos.

The conversation was GREAT to say the least, as both Roger and Hildy blew us away with their understanding of multi-channel integrated campaigns. Steve posted some quotes from the show over on Connections, and we were all live tweeting comments during the call. Near the end of the conversation, I asked the panel what nonprofits could do tomorrow to better integrate and support online fundraising efforts...here are the responses:

• Have a strategy that goes beyond fundraising. A good strategy should start with what your organization wants to accomplish, who you want to reach, and where those people are - then decide on the channels and tools. 
• Find other organizations that are doing multi-channel communications well, and copy them.
• Listen carefully to what people are saying on blogs and social networking sites. Then use these feedback mechanisms to solicit information from your audience. Testing should used online as much as it is with direct mail - because it works. 
• Invest in good copy. Not just a good writer, but looking at your audience and what drives them. Then craft a message based on that. 
• Use your online channel to improve stewardship and increase the value of your donors.
• Leadership is needed at an organization to break down the silos between the direct mail, email, and phone-a-thon teams. An integrated campaign is a successful campaign.