Comments on: Multi-Plat-Fornication!?

By: Michael Johnston

Michael Johnston — Thu, 13 Oct 2005 14:22:21 +0000

I agree on ROI being an important part of investigating how we test, and use, new media in engaging younger donors. In our traditional mediums like the mail and phone or even the TV, we’ve got our ROIs down pretty solidly. Now we’ve got to begin to do the same for younger donors in new mediums.

By: Jon

Jon — Wed, 12 Oct 2005 15:37:52 +0000

Interesting proposition. However, I pose two issues — 1) would this be cost effective? Younger donors do need to be cultivated, but considerationn has to be given to the ROI of any development initiative. Will their contributions justify the continuous investment to support such an initiative?

And, 2) what would be the required investment? MTV has massive resources from advertising to support this type of multi-channel programming — and, it is their mission to broadcast appropriate content in the most accepted manner to their market demographic. Non-profits don’t have the deep pockets, nor the in-house expertise.

Just my $.02.

By: James Araci

James Araci — Tue, 20 Sep 2005 09:31:54 +0000

Interesting article – does anyone have any research or white papers on “Multi channel fundraising”? Our internal research shows that donors come to us through a variety of media and request to be contacted through a variety of mechanisms – email, sms, letters, face – to – face.

We’re looking at how our databases can manage this – e.g. do we adopt a datamart or go for the full CRM package?

If any charities out there would like to share their thoughts with me, I’m happy to provide some insight on how we work.

I work within the Data Management Team for Cancer Research UK.

Thanks,

James