High Tech High Touch
Times have changed.
The new donors of today and the donors of tomorrow are far different than the donors many nonprofits have become accustomed to. These up and coming donors are tech savvy. They grew up with video games and the World Wide Web.
They are comfortable completing entire conversations and interactions via e-mail or text message. They instant message and talk on their mobile phone while browsing the Internet and reading up on the latest news.
According to Darryl Gordon, a vice president at Kintera in, this is a lifestyle not imagined or experienced by the typical donor. But the donors of today are going away.
Taking their place is the always connected and always accessible younger generation that has come of age in a fast-paced society. Nonprofits need to adapt their mentality to transform fundraising and communications strategies to high-touch strategies that incorporate high-tech.
Not only will society force this change, but the more commonplace technology becomes, the cheaper it becomes. Many organizations have already experienced the cost-effectiveness of e-mail campaigns and appeals.
The ability to accept and process donations online has saved many organizations administrative time. But as technology continues to evolve and alter the way constituents interact, nonprofits will be forced to more frequently utilize new and upcoming technology to communicate and engage their audience.
With the plethora of high-tech choices available today, nonprofits no longer have to worry about the costs associated with a high-tech, high-touch campaign or the fear of bombarding their constituents’ inboxes. Organizations can send a newsletter via e-mail, send a text, post updates on its social networking site, post a blog, send a podcast, and call the cell phone. These choices enable nonprofit communicators to more frequently communicate with constituents, communicate via multiple mediums, and communicate in a manner that is accepted by recipients.
Technology has given nonprofits the ability to communicate and cultivate relationships with constituents in accordance with the way constituents communicate and cultivate their personal relationships — making technology an effective tool to build donor affinity and deepen donor relationships.
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