Focus On: Channel Integration: Piecing It All Together
Integration can be tough, but it often has the right results.
How to start
Some ideas to try in the area of fundraising integration include:
- Use common themes and coordinated timing.
- Try using inbound telemarketing.
- Coordinate direct mail with special events sign-ups and ticket sales.
- Ask yourself: Do we have common branding identity through everything we distribute to the pubic? Do our TV and mail messages have the same graphics and same stories?
- Add your URL as part of your identity — on everything!
- Examine your corporate brochures and annual reports. Do they resemble your campaign appeals?
Geoff Peters is president of Creative Direct Response located in Crofton, Md. Creative Direct Response is a fundraising agency that consults with nonprofits in the areas of direct mail, grassroots advocacy, e-mail, telemarketing, workplace giving, cause-related marketing, payroll-deduction giving and integrated marketing. He can be reached at gpeters@cdr-nfl.com.
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