The Multichannel Renewal Campaign

However, there is powerful evidence that when the silos are broken down — when data (asking amounts, giving histories) is integrated across channels and know-how/best practices are employed — that multichannel renewals do indeed produce higher results and higher net income.

Based on 15 years experimenting with a mix of direct mail, telephone and online techniques, let me share what I've found to work best.

Takeaway tips

Let me hasten to point out there is no right or wrong way to integrate the various channels into a productive whole. However, there are some best practices that have worked for me and lots of others. In the end, it's up to you to test, test, test and determine what mix works best for your organization's efforts.

Tip No. 1: Use the same message regardless of medium. I noted earlier the classic renewal notice often appears in the form of an invoice or billing statement. Historically, of course, that's something that once arrived in postal mail (and mostly still does), but guess what? It works as well when delivered by e-mail.

Consider adding a booster shot to your postal mail renewal notices by creating an e-mail follow-up to add some gravitas and urgency.

For example, "I've been looking through our list of contributors and notice that you haven't yet renewed." Then continue your message by restating the key points in the postal mail, and include a link to an online renewal form.

Tip No. 2: Make sure to feature a renewal button online and a renewal URL in your postal mail notices. These days folks pay their bills a variety of ways. Sometimes online, sometimes through the mail and often both. So, cover your collection bases and make it easy for folks to renew whether they browse through your website, read a paper renewal letter or are reminded with an e-mail follow-up. Make it as easy as possible to pay!