A Three-Step Conversion Strategy

For both organizations, the multi-channel effort began with contacting donors via the method with which they seemed most comfortable. According to Tim Daugherty, Habitat’s senior director of direct marketing, the organization’s “Integrated Agency Campaign” was comprised of three parts:

Step One: Reach out to donors via their most responsive vehicle. Mail was sent to mail donors, e-mail to e-mail donors, and phone calls were made to phone-responsive and lapsed donors.