When it comes to fundraising is it more productive to have more channels? You might think so at first but a recent study reveals that organizations may not be able to really get the most out of their fundraising efforts.
Most fundraisers use a combination of four or more channels to draw participants, the most popular being email, website, in-person events and direct mail. In using multiple channels, organizations tend to only have one fundraising page, or no fundraising page at all resulting in some missed opportunities in online giving. About 76 percent of nonprofits admit to taking 72 hours or more to acknowledge a donation.
Abila, the producer of nonprofit financial and accounting software recorded its findings in a Fundraising Advisor Report. Rich Dietz, director of fundraising strategy for Abila, had this to say about their findings: “What we’re seeing based on this data is that many organizations push a tremendous amount of content to their constituents through many different channels but that basic opportunities might be missed in the mad scramble to simply do more through as many channels as possible.”
Abila’s findings also concluded that 37 percent of respondents state that they know little to no information about their constituents; TV and radio was the least popular method of fundraising (the most popular being email, websites and in-person events); and peer-to-peer event/fundraising is done by only 10 percent of organizations.
To view the full report from Abila, go to http://www.abila.com/FundraisingAdvisorBenchmark.
(Compiled from “Opportunities Missed From Too Many Fundraising Channels”, The NonProfit Times)
