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

By Geoff Peters

Philadelphia’s WXPN-FM integrated e-mail, direct mail and on-air solicitation of supporters and doubled the number of renewed previously lapsed donors. Similar results with WTVS, the Detroit PBS station.

Operation USO Care Package used direct mail, e-mail, public service announcements, PR, display ads, workplace giving, cause-related marketing, corporate sponsorships, gifts in kind and special events. Media included television, newspapers, magazines, Web site and inbound telemarketing, and the campaign raised more than $20 million in a year.