- Securing a more demographically diverse funding base and diversified revenue sources, which lessen the charity’s economic dependence upon a single channel.
- Securing a larger market share and greater brand recognition.
- Putting a premium on economic productivity and not volume-based fundraising.
- Starting with current strengths (major donor, monthly giving, online, corporate and cause marketing, direct mail, etc.), but then expanding into other channels, thus reducing risk and increasing reward.
(To share your thoughts on how your organization is coping with fundraising in a down economy or adopting a more multichannel approach, e-mail mbattistelli@napco.com.)
Geoff Peters is CEO of CDR Fundraising Group. Reach him at gpeters@cdr-nfl.com
