What’s the Big Deal?
Donors are more likely to remember one bad impression than all the jazzy details you tout in your direct-mail campaigns.
I’ve been tracking an unusual renewal series as it unfolds — a purely postal mail campaign reminiscent of coordinated multichannel campaigns.
Today, savvy nonprofits are exploiting all the multichannel possibilities and using e-mail to bookend renewal and special-appeal campaigns sent by postal mail, for example — alerting the donor that an important mailing is coming and following up after its projected arrival with another e-mail inquiring about its receipt and calling for action.
- People:
- Kimberly Seville
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