Data Issues: Multi-Channel Fundraising

If you're one of those people whose eyes glaze over the moment someone starts talking about databases and data management--feel free to skip this post. Boredom this way lies. (Instead...go here!)

However if, like me, you get a little giddy thinking about slicing and dicing data to tease out an intiguinging pattern, trend or synchronicity then read on...

The power of multichannel communication--using broadcast media, print, mail and, especially, email in a concerted and coordinated way--is enormous. Done right, it makes everything work better.

The challenge is synthesizing different databases to do the job and analyze the results. For example, we (Holland|Simpson) are currently working with MPower Systems (developors of a powerful Donor Relationship Management softward application used by many media ministries for handling direct mail, etc.) and Convio, Inc. (one of the pioneers in online fundraising) to make sure their two systems can "talk" to one another.

A recent article in TargetMarketing magazine's "TipLine" dealt with this very issue and offered some great tips. Have a look!