September 11, 2014

Integration makes for better communication

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Imagine how donor engagement might improve if you understood how intentionally-designed and integrated communication impact the donor experience.

perspectives stairwayIn today’s conversation with a fundraising professional, he expressed his regret that his web site’s content and online donation experience would not encourage donations, but drive away potential donors during a fundraising campaign.

“Our online donation tool is adapted from an commerce system that is used to buy products, not make donations” he commented. “It’s what IT says we have to use."

How many of you are using shopping carts or Paypal to accept online donations, when there are options such as Bloomerang that empower you to seamlessly integrate your donation capabilities with your web site?

Integration means that your messaging, your marketing and your methods have continuity between all of the elements. If you’re using a phone bank or a direct mail acquisition campaign to solicit donations and sending potential donors to your web site, the landing page and message on that page must match the appeal. Your method for collecting donations must create a simple and memorable donor experience.

All nonprofit marketing is donor marketing; all communications are donor communications. It's that simple.

Imagine how donor engagement might improve if you understood how intentionally-designed and integrated communication and the donor experience impact the perception of your cause.

When the donor experience is a top priority, not only will you raise more funds, you’ll nurture more trust with your audience.

The true gift that is given is the supporter’s trust. Money is an accompaniment to that gift.

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