Focus On: Channel Integration: Piecing It All Together

We’re all familiar with the use of a single medium such as direct mail to support multiple types of fundraising. Joe Suarez and Gail Union of the Smithsonian’s National Air and Space Museum offer a seminar that illustrates that the majority of their deferred giving prospects and, ultimately, the majority of their deferred gifts come from people who were initially direct mail donors. Thus, we know that a single medium can be called on to serve multiple methods of fundraising. But this is not, strictly speaking, integrated fundraising.