How Leading Brands Develop Breakthrough Creative -- and How You Can Profit

By Kelly A. Mahoney

DEPLOY A MULTI-CHANNEL STRATEGY

Given all the new ways of communicating with customers, it’s important to think about how to get your message filtered and delivered. Here’s where a solid multi-channel approach can help significantly boost donor and prospect results.

It’s important to test fresh combinations of media. Opt-in donors who give through the mail generate higher response rates and average gifts. They also have a greater lifetime value. Try using e-mail and direct-mail combinations to engage both prospects and donors. Use online messages to highlight and reinforce the mail package that is on the way to donors’ mailboxes. Test multiple waves of direct mail in combination with dimensional packages or print advertising.