A New Look at Multichannel Fundraising
EB: Target audience is really any fundraiser, but especially midlevel to top-level fundraisers.
FS: What will readers of this report take away?
EB: Readers will take away much more than I can list here! How to use direct mail today in the optimal multichannel way; the increasing role of social media and how to ensure it pays off for the nonprofit; e-mail creative that leads to increased loyalty and retention among donors; how to maximize your Web presence; how to perfectly integrate mobile into a pre-existing campaign; how to perfect peer-to-peer fundraising; developing a message that works across multiple channels; the kinds of tests and renewal campaigns that any solid multichannel campaign needs to have; and of course, numerous case studies about major nonprofits on how to integrate many channels (some over a dozen!) for one winning campaign.
FS: How did you decide which topics to cover and which industry experts to include?
EB: The topics were easy to choose, as we focused on the main channels being used in today's multichannel campaign. Regarding the authors, some of the best known and respected thought leaders in their respective area of industry expertise, such as direct mail or renewals, were chosen, after getting recommendations from our peers. FS
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