Fundraisers: Increase Your Response with Multichannel Marketing.
The case for multichannel fundraising is as simple as acknowledging how fragmented channel preferences have become since 2008. Preferences spread across five main channels—direct mail, email, social media, telephone and text messaging. And when you consider generational differences on top of all the channel options, the fragmentation multiplies!
But if channel preference were the only piece to the puzzle, fundraising would be as easy as learning your audience’s channel preferences and delivering accordingly. As a non-profit marketer, you know that it’s not that easy. Multichannel marketing means the integration of a number of platforms to avoid incorrectly assuming your audience’s preferred channel and to reinforce your message.
|50% of donors surveyed in 2012 said they prefer to give online when they receive a letter in the mail from a charity. Campbell Rinker Donor Confidence Survey, conducted April 22-28, 2012.|
The true value of a multichannel fundraising campaign lies in improved response rates. Taking a multichannel approach has proven time and again to produce magnified results by strengthening loyalty and lifetime value of donors along with strengthening the brand and engaging audiences in new ways.
For example, a study sponsored by Dunham+Company found that 17% of donations given through a charity’s website were prompted by a direct mail letter, as opposed to the 5% that gave because of an email. See more stats on multichannel fundraising here.
But this takes a well-oiled machine, or more literally, some channel coordination. Creating a multichannel fundraising campaign might not reward you with the expected increase in response if your channels aren’t working together, or worse, are working against each other.