Integration can be tough, but it often has the right results.

By Geoff Peters

Keeping it simple
Other fairly simple efforts have used mail and telephone in conjunction with such efforts as high-dollar appeals and lapsed-donor reinstatement. These too have proven to be useful and often more powerful than using a single channel.

Greenpeace, for example, has integrated DRTV, billboard display ads, press ads, direct mail and its Web site in order to increase response. As a result, it increased the number of activists recruited and reduced its fundraising costs by using the Internet as a method of servicing some donors.