November/December 2003

Integrated Marketing: Key to Stronger Relationships, Higher Response Rates

by Gene Austin, Chief Executive Officer, Convio

The year is almost over, and it's time to start thinking about 2004. How will you get your organization's message in front of more people? Raise more money? Drive more response to marketing and advocacy campaigns?

Start by considering your integrated marketing plan. Integrated marketing is about combining different channels of communication and response for more impact than one channel alone. That means using mail, the telephone, the Internet and personal contact to build stronger relationships and drive higher response to "asks" for fundraising, advocacy or other forms of support.

In this issue of Convio Connection, two articles focus on integrated marketing. In Integrated Marketing -- How to Apply Internet Marketing to Increase Total Fundraising Effectiveness, Convio's founder, Vinay Bhagat, explains how to use Internet marketing to lower fundraising costs, increase donor loyalty and support major gift efforts. In The "New Basics" for Successful Member and Donor Development, guest columnist Betsy Harman offers insights from a group of public radio stations working collectively to figure out how organizations can make the most of the Internet and incorporate it with traditional fundraising and marketing approaches.

Also in this issue: a case study on the National Trust for Historic Preservation's use of the Internet to better serve its broad constituency, strengthen relationships with members and automate aspects of customer service. In less than a year of using Convio, the organization has grown its roster of email addresses by 18 percent and increased online giving by 245 percent.

We've also included an update on enhancements to Convio's software and services that make it even easier for nonprofits to invest in solutions for online fundraising, advocacy, marketing, special events and Web site management.

I trust this last issue of Convio Connection for 2003 will provide insight on the power of the Internet and how it can help your organization next year and in the years ahead to attract and retain supporters, create excitement and urgency, and drive donations as well as other forms of support for your organization's mission. Please watch for the next issue of Convio Connection in January 2004. Until then, happy holidays and best wishes for a safe and prosperous new year.