Basic Strategies for Multi-Channel Integration
It’s one thing to fundraise via multiple channels, another thing entirely to integrate those channels so they work in concert with one another during fundraising or activism campaigns and foster the best possible relationship with donors.
For advice on some basic strategies to get from the point A of multiple channels to the point B of integration, I spoke with L.W. Robbins Associate’s Amy Beaudoin, senior copywriter, and Bryan Terpstra, VP of client services.
First, organizations have to build their database of names and capture the information necessary to contact donors across multiple channels. Include e-mail captures on all of the organization’s printed materials, along with a value-add proposition that gives constituents a compelling reason to give you this information. Capture e-mail addresses in direct mail, at special events, in thank-you letters, over the phone and in face-to-face interactions. Also collect e-mail addresses on your Web site, as that’s probably the easiest time for constituents to provide them.
One great way to capture e-mail addresses is in welcome or acknowledgement mailings, rather than taking up room on the already-cramped reply device or letter of a direct-mail appeal.
“On the welcome or the acknowledgement letters you have more room to talk about why you want their e-mail address and what you’ll do with it. And I think there’s already a bonding there, so that’s a great collection opportunity,” Terpstra says.
Likewise, you want to get your e-components integrated with your mail presence. Set up home-address captures on your Web site. Some ways to do this are by getting Web visitors to register on your site, getting them to take some sort of action or encouraging them to sign up for your free, print newsletter or quarterly magazine.
Uniform design and content are important as well. Create a message that you will communicate consistently across all of the channels you are using for a campaign.