Focus On: Channel Integration: Piecing It All Together

The result was that the subsequent gift rate for donors who were called was 22 percent higher than those who received only the thank-you note. The average gift for donors who were called was 3.5 percent higher than those who received the thank-you note. Most importantly, 16 percent of donors were converted to monthly giving as a result of the telephone call versus less than 1.5 percent for the direct mail thank-you only. Clearly, mixing the media improved the results.