Augmenting Mail and Phone Programs with an Integrated Online Approach

By Jason Mitchell and Barbara Talisman

Once you have the stories to tell, you need to create a strategy around how to use them to reach the right donors with the messages and information they care about. Today there is no excuse for sending generic messages, especially when stewarding donors. We learn about our donor's interests by collecting data from the information we send them. This means we need to collect and review what they responded to, where they clicked, how long they viewed a page, and even ask them outright! We are able to better focus and integrate our stewardship efforts through this behavioral data.