Maximize Donor Engagement With Multichannel Integration

“Think about what you can gather on your website that you can then use in other ways,” Millea advised.

It’s important to tell donors why you’re asking for more information as well, she said: “You want to be able to capture an e-mail first and foremost and then at least ask for more information — and why you’re asking, i.e., send a publication, offer through mail, even just saying, 'we love to have the ability to send you information when needed.'” About 45 percent to 50 percent of people who provide their e-mails will fill out the rest, Millea said, so “be sure to leverage your website for gathering information.”