Basic Strategies for Multi-Channel Integration

It’s one thing to fundraise via multiple channels, another thing entirely to integrate those channels so they work in concert with one another during fundraising or activism campaigns and foster the best possible relationship with donors.

For advice on some basic strategies to get from the point A of multiple channels to the point B of integration, I spoke with L.W. Robbins Associate’s Amy Beaudoin, senior copywriter, and Bryan Terpstra, VP of client services.

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.

One great way to capture e-mail addresses is in welcome or acknowledgement mailings, rather than taking up room on the already-cramped reply device or letter of a direct-mail appeal.

“On the welcome or the acknowledgement letters you have more room to talk about why you want their e-mail address and what you’ll do with it. And I think there’s already a bonding there, so that’s a great collection opportunity,” Terpstra says.

Likewise, you want to get your e-components integrated with your mail presence. Set up home-address captures on your Web site. Some ways to do this are by getting Web visitors to register on your site, getting them to take some sort of action or encouraging them to sign up for your free, print newsletter or quarterly magazine.

Uniform design and content are important as well. Create a message that you will communicate consistently across all of the channels you are using for a campaign.

“You shouldn’t be saying one thing in one channel and another thing in another channel,” Beaudoin says. “Your mail and your e-blasts should mirror and complement each other.”

Even down to the banners and photos you use, Terpstra adds.

“If you can keep that consistent, I think it really helps to identify who you are, especially through e-mail,” he says, adding that you want people to instantly recognize your organization in the communications you send through all your channels.

Also, double-check who signs your direct-mail letters and the sender name on your e-mail blasts. Who is it? Are they the same person? Why is it that particular person? Test these elements to see what works best, and try to keep it consistent in all channels.

The most important thing to keep in mind when integrating channels is collaboration, Terpstra says. Integration works when the staff from different departments work together and communicate with one another.

One nonprofit client he worked with smoothed this process by setting mutual goals and positioning the campaign so that success, regardless of the channel it came through, benefitted everyone because credit for the funds generated was distributed evenly between the channels.

“It just really got over some of those key hurdles because everyone felt like there was a fair playing field,” he adds.

He also recommends breaking down departmental silos and having a strong leader steer the effort.

Looking into the future, Terpstra says he sees the potential for organizations — especially on-the-ground relief groups — to add social-networking tools such as blogs to their integrated campaigns.

“I can see it working for doctors or nurses or workers out in the field, kind of writing a little diary, and being able to post it to the Web for the donor to be able to have instant access to it,” he adds.

Amy Beaudoin and Bryan Terpstra can be reached via www.lwra.com