Robin Williams was selfish when he committed suicide, because it ruined his day, an acquaintance told me on the train on Monday night. With the news just 90 minutes old on the East Coast, my acquaintance was probably trying to be funny. This acquaintance, though, was no Robin Williams, whose gift for comedy still unites generations. My seatmate, however, did bring up one of the most important ways nonprofits can bring about positive outcomes from this tragedy: education, including correcting misconceptions, and fundraising for suicide prevention.
Nonprofit marketers who are heavily invested in one channel—such as direct mail or telemarketing—are throwing money away if they dive into online fundraising without integration. So says "Improving Direct Marketing Response with Online Advertising," research published in October by Charleston, S.C.-based nonprofit marketing software and service provider Blackbaud.
Blackbaud today announced the publication of the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, which features research on nonprofit online giving in the context of an an integrated direct marketing program. The Report also includes an extended analysis on the value of multichannel giving.
Even if consumers aren't quite ready to abandon recessionary spending habits, they are opening their wallets a bit more for charities and more are tapping the Internet to make their contributions.