7 Steps to Multichannel Success
It’s time for us to pull our heads out of the proverbial single-channel sand.
No. 4: Walk a mile in your donors' shoes
What is the cadence and timing of your communication to them? How are you talking about breaking news? Communicating victories? Will your donor be confused if she gets a direct-mail piece focusing on one issue or program, an e-mail talking about another, and a phone call talking about a third? Direct mail, telemarketing, e-mail, website, Facebook, tweets, news- letter — which channel(s) make the most sense for each message?
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