A Dozen Year-End Fundraising Ideas

2. The direct-mail marketers among us still have time to use multichannel data for segmentation and targeting for year-end appeals. When making segmentation decisions, consider factors such as presence of e-mail, presence of a phone number, recency of telemarketing pledge, most recent e-mail action, etc. Then use this data to marry messaging (perhaps with an online push) or select deeper lapsed donors who might normally fall out of your strategy. Consider using data from one channel to personalize communications across all channels. For example, thank the donor in the mail for attending an event or taking action online.