The Not-So-Great Divide

Collect direct-mail addresses from online donors. Collect e-mail addresses from offline donors at events and in mailings. Put your website address on all your offline materials.

Step 3

Plan donor-centric campaigns. Your appeals should always be created from the donor perspective, complete with a compelling story, clear call to action, and a consistent message and look-and-feel online and off. Note: I said consistent message, not identical message. Your offline message needs to be shortened, tightened and edited for tone in order to be ready for online consumption. Similarly, your two-paragraph e-mail bulletin won't work in direct mail. An integrated campaign is one that takes a consistent message and reworks it depending on the audience and outreach vehicle being used.