Multichannel

Convio offers six recommendations in a new study to successfully integrating all marketing channels to communicate with donors and supporters.

Last month, the Target Marketing Group introduced its latest title, "The Art & Science of Multichannel Fundraising" — a 131-page report on how exactly fundraisers are using all the channels at their disposal today, with nine chapters on best practices and eight multichannel case studies.

Continuing our four-part series on successful fundraising campaigns from the past year, here are case studies on Stop Hunger Now's Haiti Relief campaign and the Salvation Army's annual Red Kettle Drive.

I'm going out on a limb to predict the future of fundraising. Here's my take on four key trends that will dramatically change our field in 31 years.

If you haven't heard, there's a new report available on multichannel fundraising from FundRaising Success sister brand DirectMarketingIQ. The report, "The Art & Science of Multichannel Fundraising," which I am honored to be a part of, is a guide of best practices, tips, techniques and case studies on multichannel fundraising campaigns compiled by some of the nonprofit industry's brightest minds and most successful organizations.

The core philosophy of integrated marketing is hardly new — that by communicating a consistently targeted message to constituents across multiple channels we increase overall effectiveness beyond the potential of any one channel alone. But in recent years, the number and nature of channels have increased exponentially.

Today more than ever, telephone marketing is still the purest form of marketing. Although some consider it "old-school," it's the only channel that allows you to get real-time feedback from donors and a yes/no answer after each call. At its best, telefundraising is a priceless tool that brings in more than donations — it brings you loyal donors with immeasurable lifetime value.

How can a printed fundraising direct-mail piece interact with a donor’s smartphone? The answer: QR codes.

Direct-mail giving still overwhelmingly brings in the majority of fundraising revenue, according to Blackbaud's 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report.

We've all heard the studies that claim a glass of wine with dinner is good for your health. As it turns out, injecting a little bit of wine into your organization's special events can be quite good for your fundraising health as well.