6 Multichannel Integration Recommendations for Fundraisers

Two weeks ago, nonprofit constituent engagement solutions provider Convio unveiled a new study on nonprofit integrated multichannel marketing. The study focused on five core areas:

• Integrated marketing metrics
• Integrated marketing best practices
• Activity levels in new media
• Organizational strategy
• Integrated marketing priorities

Not surprisingly, the results revealed that there is an overwhelming consensus that an integrated marketing approach makes the most sense in today's fundraising landscape, and the benefits are extensive — unification of messages across channels strengthens the brand, can cut through the clutter and increase response rates, engage new audiences, grow revenue, save money, etc.

With that in mind, Convio offers six recommendations at the end of the study to successfully integrating all marketing channels to communicate with donors and supporters.

Don't be intimidated
Given the amount of marketing channels out there and the wide range of metrics to measure them, multichannel integration can seem overwhelming. But research shows that both large and small organizations can succeed and have succeeded at integrated marketing. The key is to take the necessary steps to successfully and efficiently integrate all channels. Then have the patience to see results.

Before heavily investing in new media, master basic online-offline integration
The biggest buzzwords in the fundraising industry for the past two years or so are social media and mobile. While both channels absolutely should be explored and provide excellent engagement resources, the best organizations master the basics of online and integrated marketing first. It's tempting to over-invest in the new, shiny mediums, but that's a foolish approach if you aren't already well-versed in multichannel integration.

Establish the right key metrics
That means cross-channel metrics, not just single-channel metrics. Looking at direct-mail response, online metrics and e-mail metrics in silos just doesn't cut it these days. More focus is needed across the board on donor migration from one channel to another, as well as engagement and retention across channels. Convio suggests that larger organizations track just about every metric available and analyze them closely, while smaller organizations with smaller budgets should focus on the metrics that really define integrated marketing progress.

Align your organization
It's crucial to have buy-in from the top down for multichannel integration to work. The most successful organizations have embraced it as a key philosophy from the CEO down to the program staffers. Successfully integrated nonprofits have several common traits. For the most part, they: