Advocates, Donors, Online and Offline: Making It All Work

Problem Statement

Your supporters receive email, have a phone, and get postal mail. They also take action (or at minimum follow you) across channels. How can you optimize advocacy and fundraising outreach while getting the most value out of each channel?

Numerous reports underscore the value of communicating with your constituents across multiple channels. In fact, organizations retain about 58% of multi-channel first-time donors as opposed to retaining only 29% of offline-only donors and 23% of online-only donors, according to a 2013 Blackbaud report. When you reach out through more than one channel, you meet your donors where they are, at the right time, and via a channel that appeals most to them. Simultaneously, communicating with donors and activists across channels increases the likelihood of recruiting and retaining donors. This often means building in meaningful interactions that are not centered around the donation ask; rather they are engaging, empowering, and content-rich. How does an organization do this and still manage costs?

In this session, we will explore this important question, as well as:

  • Leveraging email to increase mission-driven engagement
  • Extending phone and direct mail acquisition to your digital advocates
  • When and how to incorporate monthly giving asks and in which channels
  • Multichannel messaging and cultivation strategies (specifically engagement and advocacy that help build the donor base)
  • Tracking performance across channels
  • Evaluating channels to inform performance
Nate Byer
Blue State Digital

David Glass
World Wildlife Fund (WWF)
Senior Director, Online Marketing & Membership

Lisa Sock
Lisa Sock + Associates
Integrated Advocacy + Fundraising Strategist
For nearly 20 years, Lisa Sock has worked with some of the country’s largest organizations to deliver advocacy and fundraising campaigns on international, national and state levels. She currently consults on advocacy and fundraising efforts with local and national organizations, including the ACLU, Amnesty International, the U.S. Holocaust Memorial Museum, City-Meals-On-Wheels, Covenant House, the Drug Policy Alliance and the Human Rights Campaign.

Heidi Blobaum
International Rescue Committee
Sr. Digital Product Officer