A new study by Convio on multi-channel marketing for nonprofits sheds some light on the usefulness of online marketing for meeting fundraising goals. The study looks at the key factors which allow organizations to successfully implement online marketing campaigns.
It finds that the contribution of online marketing to the overall success of the organization can vary greatly. While 29% of respondents were raising under 5% of funds via the online channel, another 26% reported raising 25% or more of their funds this way. The contribution of online marketing to the overall fundraising effort was also found to be a leading indicator for the effectiveness of other marketing strategies.
Having the right technology in place to support online marketing is another key factor, including software which syncs direct mail and online databases for an integrated approach.