Five Thoughts About Integrated Fundraising

Obviously, this isn’t a perfect test because the local news headlines or weather or something else in Omaha might be different than in Buffalo, and the different results might be caused not by the presence or absence of the advertising but rather by some external event. Thus, testing in multichannel and integrated marketing often has to be repeated to be sure the results are truly reflective of the changed marketing strategy and not other factors. This can add initial expense to the costs of developing an
integrated fundraising strategy.