2 Cross-Channel Fundraising Wrong Turns

Our donors cross media channel boundaries. They're really screwing up our neat, measurable, direct-response world. It's a pain, but it's something we must get used to and find ways of working with. One thing not to do is encourage donors to downgrade their involvement — or get lost entirely — by sending them to low-involvement channels. Here are two serious wrong turns that you shouldn't encourage donors to make: putting a QR code in direct mail and encouraging text-to-give on a website, e-mail or direct mail.