A Multichannel Marketing Quiz for Fundraisers

* True or False: If you don’t collect e-mail addresses for your member or donor base, you cannot have an online marketing strategy.

Answer: FALSE. E-mail is only one of many digital interactions an organization can have with constituent groups. An online marketing strategy also can include search-engine optimization, banner advertising, paid search, natural search, micro-sites, contextual Web advertising — none of which require owning e-mail addresses. By using digital scorecards that incorporate and track performance through these other channels, an organization can determine the optimum digital mix of media and build a phased online marketing strategy to complement its multichannel efforts.