Mastering Multichannel Acquisition
If the acquisition list does not contain email addresses, you can acquire them through an e-append. Some co-ops also offer email addresses to test multitouch campaigns.
A more advanced integrated campaign might involve IP cookie matching. Cookie targeting allows organizations to serve banner advertisements to individuals on a mail file. Coordinating an acquisition package with a cookie-targeted display advertising campaign can provide the extra impression some prospects need to convert. Utilizing Facebook Custom Audiences is another way to touch people through multiple channels, using a platform they already frequent. As with cookie matching, you won’t see the contributions coming directly from the ads, but through a lift in the mail.
- Companies:
- Blackbaud
Angela Struebing is president of CDR Fundraising Group, a multichannel agency focused on helping nonprofits maximize their online, direct mail, telemarketing and DRTV fundraising results. As president, Angela is responsible for overall agency management and strategic planning for national nonprofit clients to include The Wounded Warrior Project, Shriners’ Hospitals for Children, MoMA and the Marine Toys for Tots Foundation. Angela is a frequent speaker at industry events and is recognized for her strategic expertise. She has also served as Education co-chair for the Bridge Conference.
