Multichannel: It’s About Using the Right Means of Transport for Donors

What if I had tried to get all the way in my car? I would have been turned away. Or walked the whole thing? I would have missed the event altogether. The point is I used the common-sense approach — the right means of transport for each stage of the journey — and I reached my destination.

Likewise, you wouldn’t expect donors to fulfill their giving potential if the only means of communication you had was, say, e-mail. Building a relationship with a donor is about nurturing support, understanding motives and what the donor is likely to want to support — and you are likely to need different communication channels depending on where donors are in their donor journeys. You also need a donor database to track where they are on their journeys and the tools with which to engage them.