Don't rely on digital media, expert advises

Fundraisers who focus all their efforts on a single technological innovation such as Facebook are destined to miss out on long-term income, according to a third sector media expert.

"The next big thing in new media fundraising will not be a single technology or platform," Bryan Miller, a planning partner at agency WWAV Rapp Collins, will tell delegates at the Institute of Fundraising's direct marketing and fundraising conference today.

"It won't be Facebook or the mobile internet, and it certainly won't be email replacing direct mail. I'm afraid it's just not that easy."

The key to success will be combining digital and traditional media into an integrated fundraising strategy, Miller told Third Sector before the event.

"At the moment people are taking a single piece of the jigsaw and putting all their money on it."

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