Mastering Multichannel Acquisition
All together now
Often, various channels are handled in different, siloed departments. The starting point for integration is to get all stakeholders on board with the approach. To do that, explain how budget and efforts in one area influence and drive traffic or donations in another. It’s also helpful to create attribution models to show how gifts are attributed across channels.
When beginning a multichannel program, databases should be synced — or better yet, on the same platform — so donor communications can include references to the various ways donors are involved with your organization. This also enables you to set appropriate ask strings. People tend to give higher amounts online, so you don’t want to downgrade them by asking for too little in offline communications.
With today’s technology, fundraising is reaching new heights. The most successful organizations still use direct mail as a base, but they’re also testing, integrating and adopting new channels.
Angela Struebing is president of CDR Fundraising Group, a multichannel agency focused on helping nonprofits maximize their online, direct mail, telemarketing and DRTV fundraising results. As president, Angela is responsible for overall agency management and strategic planning for national nonprofit clients to include The Wounded Warrior Project, Shriners’ Hospitals for Children, MoMA and the Marine Toys for Tots Foundation. Angela is a frequent speaker at industry events and is recognized for her strategic expertise. She has also served as Education co-chair for the Bridge Conference.