Augmenting Mail and Phone Programs with an Integrated Online Approach

By Jason Mitchell and Barbara Talisman

Cross reference and analyze all the data from:

* Electronic communication
* Survey results
* Giving history (RFM)
* Wealth screening
* Demographic

Phase four: Creating a prioritized direct-response cultivation and solicitation with an integrated approach
ALL of this information TOGETHER gives you a much broader and deeper picture of your donors' interest, and how and what to share with them during the stewardship process.

Again, while your organization may not use ALL these channels, use the ones you have to best effect with cross-channel integration. And note, this is not only about a follow-up phone conversation about a gift. It could also be a phone call for a face-to-face meeting. Based on donor behavioral data, channels are focused on donors' interest and speak to them about your programs that engage them.