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Integrated Fundraising: The Good, the Bad & the Ugly

At Mal Warwick | Donordigital, we implement direct response programs that focus on integrated donor solicitation, cultivation and stewardship across multiple channels.

In an effort to learn more about what others are doing, we studied sixteen major nonprofit organizations to give us a snapshot of what some of today’s leading charities are doing.

For six months in 2013, we tracked all interactions with these organizations through direct mail, online and telephone. Our goal was to observe how some of America’s most notable charities are integrating their donor communications across multiple channels.

Most organizations we studied did integrate new online donors into other channels—most notably direct mail. Although we received contacts through multiple channels, the communications rarely appeared to be integrated. And for some organizations, the cross-channel conversion efforts took shockingly long.