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

By Geoff Peters

Perhaps amongst the first to use multiple channels in an integrated fashion were those organizations that used a medium such as DRTV for child sponsorship. The first contact and “ask” was via TV. The second contact and reinforcement of the ask was via telephone using an inbound 800 number for receiving pledges. The third contact was usually a pledge fulfillment for those not using credit cards, and that was by mail.