Basic Strategies for Multi-Channel Integration

First, organizations have to build their database of names and capture the information necessary to contact donors across multiple channels. Include e-mail captures on all of the organization’s printed materials, along with a value-add proposition that gives constituents a compelling reason to give you this information. Capture e-mail addresses in direct mail, at special events, in thank-you letters, over the phone and in face-to-face interactions. Also collect e-mail addresses on your Web site, as that’s probably the easiest time for constituents to provide them.