6 Multichannel Integration Recommendations for Fundraisers
- are constituent-centric
- have established goals to measure success across channels and programs
- incent employees to work together
- align online and offline functions under one leader
Ensure your systems enable your strategy
Your systems should allow you to engage donors consistently across channels. Marketing messages should not solely be designed with one channel in mind. Your systems also need to provide analytics to make sense of all the data to drive sound marketing decisions. Single-channel views are not as thorough as cross-channel data today.
Test, test, test
Just like with everything in life, some things may work better for one organization than another, so it's vital to test which practices work best for you. No matter what level of integration your organization is at right now, there is always room for improvement. So continue testing new tools and techniques using integrated online and offline marketing to engage constituents. You can't learn and/or improve without continually testing both new and old techniques.
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