Roger Lawson is director of strategy and planning at the marketing agency Cascaid. Previously, he spent five years as head of consumer fundraising at WWF where he introduced the concept of supporter journeys for the first time.
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Recruiting donors can be expensive so you need to ensure that once you've got them, you can keep them. Some of the sector's most experienced fundraisers share their views on how to do this effectively.
If we are to rise to the challenge of integrated supporter relationships, we also need to address the inadequacies of our data, says Roger Lawson.
Demonstrating outcomes rather than outputs can result in much more effective fundraising, finds Alex Blyth.
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