Augmenting Mail and Phone Programs with an Integrated Online Approach

By Jason Mitchell and Barbara Talisman

We talk with many clients who say they are using many channels and they are integrated. But their donor stewardship communication is missing links between the direct response and e-mail. A disconnect between web, e-mail, and direct response and the data is not informing all channels.

Think of it this way: if you send an e-mail thanking a donor telling a fabulous story and encourage them to visit your website for more information, you lose the connection you want to build or deepen with your donors if the website doesn't reflect the same information, or if the "look" of the e-mail and website are very different.