Mastering Multichannel Acquisition

Additional acquisition strategies that focus more on lead generation are the use of petitions, contests and access walls. Leads generated through petitions can be hard to convert to donors as their first engagement was advocacy, not donation-based. You should have a timely conversion process in place to turn that action into a donation. Similarly, contests can be used to collect leads — but the prize should relate closely to the organization’s mission. The looser the connection between the prize and organization, the lower your response rate in follow-up appeals. Finally, access walls can be an effective way to collect leads if your organization provides content that a prospect is willing to offer an email or mailing address to view.