We all talk about online/offline integration when it comes to fundraising and advocacy campaigns, but who's really doing it? Somebody must be, but I haven't met them. We've advanced to the point where well-run nonprofits recognize that they should have an integrated communication strategy that addresses both online and offline channels. But we're still a long way from the Holy Grail of an integrated CRM platform that an organization can use to manage their online and offline contacts, messages, events, etc.
Online fundraising is only about 4% of the overall total, but it's been doubling for four years straight, and it doesn't seem to be slackening. By the time it levels off (and it will--paper may be losing market share, but it's not going to disappear), nonprofits will be desperate for a truly integrated set of tools that minimize overlap and inefficiency and maximize returns across online and offline communications.
I know next to nothing about direct mail, but it strikes me as a fairly straightforward business, with well-developed metrics and methodologies. And as I learned today from online fundraising guru Nick Allen, the nonproft direct mail market is a relatively fragmented one, with a number of small providers.
Given that the market of online CRM providers is more consolidated, and that the tools are still maturing, it would seem to make sense for one of these companies to acquire a direct mail provider and really, truly integrate their services. Convio, GetActive and Kintera all have their own version of partner networks that include "direct marketing" providers, but these appear to be relatively loose arrangements. I know these folks must be working on something more substantial in this area, but I haven't seen it yet, and I'd really like to.
(On a totally unrelated note, what's up with that woman on the Kintera partner page? She looks like she's going to make you an offer you can't refuse. I'm not really feeling warm partnership fuzzies here. Folks, just Google image "partner" and you'll find dozens of friendlier images. You'll also find heavy-set, tattooed guys on the beach with their girlfriends and monkeys riding a tandem bicycle, but you get the idea.)
