Maximize Donor Engagement With Multichannel Integration

“Indirectly, the e-mail may have reminded them to fulfill their pledge offline,” Sotelo said.

Going forward, WWF plans to test e-mail delivery timing, the content within the message and more to further enhance the integrated campaign. Sotelo shared some of WWF’s conclusions moving ahead.

• Conduct further analysis of telemarketing donors to determine their proclivity to donate online.
• Broaden test to include a “pre-e-mail” or concurrent e-mail to make the piece more proactive and less reactive.
• Continue to analyze follow-up behavior and responses to the next direct-mail, telemarketing and e-mail offers to judge impact.