You have years—perhaps decades—of experience in retaining loyal constituents who routinely get out their checkbooks for your organization. Your nonprofit sends the direct mail pieces. Maybe contacts them by phone. And you get money in the mail. It’s a no-brainer for both of you. It’s a proven system.
But your seemingly fickle online donors are with you one year and gone again the next. Studies have shown that the more quickly you get your online donors to start contributing offline, the more loyal they will be for the long haul. Is it because there’s something magical that happens through the mail? Or is it because you’re forgetting to show online donors a little love, too?
Read the link below for a discussion about the differences between online and offline fundraising behaviors. Then draw your own conclusion on how your nonprofit should treat them.
Here’s Why Online Fundraising Doesn’t Work [Kivi’s Nonprofit Communications Blog]