A Multichannel Marketing Quiz for Fundraisers
* True or False: Social Web sites (such as MySpace.com and Facebook.com) only exist for younger demographic groups.
Answer: FALSE. Pay a visit to Eons.com. The creator of Monster.com, Jeff Taylor, launched this social-engagement site in 2006 for those “lovin’ life on the flip side of 50.” Eons.com’s mission is to inspire a generation of boomers and seniors to live the biggest life possible. This is just one example of social engagement that caters to an older demographic audience — and may be one in which to engage media planning on behalf of an organization.
*True or False: Online media works best when you can drive as many people to your Web site as possible.
Answer: FALSE. This is a trick question, actually, because online media works best when visitors are driven to a landing page — not a home page, typically which is designed to serve many constituent groups and therefore include many links and possibly content unrelated to a current appeal.
* True or False: Direct mail is the most effective donor-acquisition channel.
Answer: FALSE. Every nonprofit organization is different, but most agree that testing and measuring results in various media channels — and doing so on a periodic basis — is the only way to answer this question accurately. If an organization hasn’t tested online banner advertisements, or any other channel for that matter, then it really can’t know whether marketing dollars could be stretched further by incorporating other media. In retail markets, for example, a multichannel customer has greater lifetime value — it makes sense to test and build donor value in much the same way.
Heather Costello is a senior vice president for national markets at Harte-Hanks, a direct and targeted marketing company. She can be reached at 410.412.1740 or via e-mail at firstname.lastname@example.org. Or visit www.harte-hanks.com