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

By Geoff Peters

Also a problem is the inability of some organizations to plan for long-term tests and long-term results rather than short-term measures of success. Direct response efforts often are measured only on the basis of funds raised in response to an appeal over a 60- or 90-day period and not on the value of the branding messaging or the cultivation of persons who will ultimately leave bequests. It requires patience to test multi-channel messaging and to determine what combinations are most effective.