2 posts tagged “direct mail”

This recent OnPhilanthropy article suggests that Web 2.0 technologies are now in use by all ages of Internet users, not just the young.  More 'traditional' email appeals aren't having the same impact, with open rates dropping to 14% in the latest Convio Online Marketing Nonprofit Benchmarking Index Study.  Facebook Causes and YouTube's nonprofit channel have started to play a large role in online fundraising and constituent engagement.  Yet Harry Lynch of SankyNet says the email is not dead yet in this AFP article, Isn’t Email Just Like Regular Direct Mail—But on Steroids.

Nten's WeTheMedia Project offers an interesting challenge this month to Create the Ultimate Nonprofit Social Media Toolbox, categorizing web 2.0 tools by:

• listening - monitoring conversations, using RSS readers and social bookmarking
• participating - commenting on conversations
  
• sharing your story - using blogs / podcasts and sharing photos / videos
  
• spreading awareness, generating buzz - accessing 'crowd sourced' news and content, using micro media to broadcast content to targeted communities, and using a 'life stream'
  
• social networking for action and fundraising - using social networks and fundraising widgets / applications.

My take: when even the value of email communications is being questioned, it's time to sit up and pay attention to the many new ways a nonprofit can develop ongoing relationships with its constituents.

Addendum 10-15-08
Social networking expert Beth Kanter offers How Much Time Does It Take to Do Social Media, - apparently enough to fill a full time position.

Does online fundraising offer a huge opportunity for most nonprofits?  Yes.  Does this mean that the more traditional direct mail methods should no longer be used?  No!  Many other bloggers recently discussed this issue:

Chronicle of Philanthropy  - Direct-Mail Appeals Suffer, New Survey Finds

Sea Change Strategies - Mark Rovner - A Little Fundraising Rant

Seth Godin - I Gave at the Office, as well as his latest book, Meatball Sundae

A useful summary of the issue is provided in The Agitator's Baby and the Bathwater.

I agree with Seth's point that online fundraising clearly is not meant to replace direct mail fundraising.  Some people may always respond best to direct mail, while others enjoy doing everything online.  The real challenge, as Seth points out, is to convert the donor to an active supporter of an organization's cause, or who encourages others to get involved.  Whether a donor gives offline or online, getting someone to get and stay engaged has the biggest benefit for our organizations.