Five Thoughts About Integrated Fundraising

3. Coordination among channels
The key to integrated fundraising not only is to use each channel or medium independently, but also to use them to support one another.

When you’re communicating using a single channel, you can plan your messaging and packages to arrive in conjunction with a holiday or event. When you’re using multiple channels, you don’t want to have the e-mail message that’s delivered a week before the direct-mail package arrives to have a totally different look and theme. You want the two channels to complement one another, and thus you must coordinate them.