With Online Fundraising, Real-Time Events Rule

from The Agitator:

Online Fundraising Mistakes

“Fundraisers focus on so much control and preapproval and thinking about what a Dec. 29 e-mail will look like today, and I don’t know that we should know that answer because I’m not writing e-mails today for Dec. 29 in anything else I do,” Gensemer says. “While we work schedules for clients that may go a month, two months, even three months out, there’s always flexibility because if today something’s in the news about cancer and I’m working for the Cancer Society, the e-mail that mentions something in the news is probably more relevant than what was planned a month ago on the schedule.”