Why has proper integration become so pivotal for the nonprofit sector? Because nonprofit constituents are also marketplace consumers—and major national brands such as Amazon and Apple have set the standard. What for-profit companies offer consumers—intense personalization, intuitive response mechanisms, convenience, and a plethora of options—are what donors now expect from their nonprofit experiences as well.
Recent research reveals that consumer preferences don’t neatly organize according to age, gender, and income demographics. Those are important considerations, but online interaction is increasingly based on personality traits and personal motivation. Being responsive to those motivations will be key to future fundraising success, and an integrated cross-channel approach will allow for the most donor personalization. (Source: ExactTarget’s Subscribers, Fans, and Followers study)
Changes in donor communication and giving preferences are similar to current consumer trends. An integrated cross-channel strategy is critical to meeting donors’ expectations while also leveraging their interests to prompt them to take a desired action.