Focus On: Channel Integration: Piecing It All Together
Also a problem is the inability of some organizations to plan for long-term tests and long-term results rather than short-term measures of success. Direct response efforts often are measured only on the basis of funds raised in response to an appeal over a 60- or 90-day period and not on the value of the branding messaging or the cultivation of persons who will ultimately leave bequests. It requires patience to test multi-channel messaging and to determine what combinations are most effective.
How to start
Some ideas to try in the area of fundraising integration include:
- Use common themes and coordinated timing.
- Try using inbound telemarketing.
- Coordinate direct mail with special events sign-ups and ticket sales.
- Ask yourself: Do we have common branding identity through everything we distribute to the pubic? Do our TV and mail messages have the same graphics and same stories?
- Add your URL as part of your identity — on everything!
- Examine your corporate brochures and annual reports. Do they resemble your campaign appeals?
Geoff Peters is president of Creative Direct Response located in Crofton, Md. Creative Direct Response is a fundraising agency that consults with nonprofits in the areas of direct mail, grassroots advocacy, e-mail, telemarketing, workplace giving, cause-related marketing, payroll-deduction giving and integrated marketing. He can be reached at email@example.com.