Report: Integrating Online Marketing (eCRM) With Direct Mail Fundraising

Posted by irishg on February 7th, 2007 at 02:32pm

Convio and Strategic One have unveiled a new report on integrated marketing approaches to nonprofit communications.

The report  is built around an in-depth case study of the SPCA of Texas, and looks at the impact on fundraising results from a program of coordinated communications with donors using multiple channels (direct mail, phone, radio, print).

The study comprised a number of test and control segments with comparative results.

From the report’s conclusion:

The primary objective of this study was to quantify the influence of eCRM – online constituent relationship management in multi-channel communications context. In this case study, the increased value of adding an online donation channel for donors acquired offline is $44.71 per donor over 12 months. Additionally, donors receiving eCRM out-perform those who only receive offline communications, giving twice as much in their lifetimes.
Download the full report here.

Under fundraising