Focus On: Channel Integration: Piecing It All Together

One need only look at some recent efforts by various groups to be encouraged to try some of the newer methods of integration. Some of the simpler tests, for example, have been done to integrate e-mail with “snail mail.” Some nonprofit advocacy groups are finding that they can achieve a “lift rate” (increase in response rate) of between 10 percent and 20 percent through either or both a pre-letter or post-letter e-mail. Typically these e-mails announce that an important letter will be arriving soon or indicate to the donor that no response has yet been received to the mailed solicitation.