Focus On: Channel Integration: Piecing It All Together

Naturally, all three channels were designed to reinforce each other, and the message was integrated. This type of fundraising program has been successful for many years but has mostly been limited to those with a sponsorship type of appeal.

Another example comes from Europe where there has been great success using a telephone “thank you” to convert first-time direct mail donors to monthly givers. In one control test, 2,000 new direct mail donors were selected at random and received a mailed note thanking them for their gift and asking them to consider becoming a monthly donor, while another 2,000 were selected at random and received a telephone call thanking them for their gift and probing for interest in a monthly donor club.