So, Uh, Are We Doing This Right?
Multichannel fundraising is more effective than single-channel fundraising because:
- It broadens the demographic reach of your message: Mail reaches an older audience; Internet reaches a younger audience and broadens the age range; telephone reaches a middle-aged to older audience; DRTV reaches a younger audience than mail or phone.
- It creates multiple touchpoints with the prospective donor, reinforcing the message.
- It allows the donor to choose the channel through which to respond.
It’s difficult to attribute the general growth in visibility of the organization’s brand as a cumulative result of multichannel marketing, yet there is little doubt that increased visibility results in greater numbers of donations. If you have established a baseline of giving via each channel and overall, you can measure those trends in general.
However, it is still important even in a successful fundraising program to measure, as specifically as possible, what is “working” and what is not. Therefore, measuring results, despite the complexity of doing so, is an important part of accountability in fundraising. FS