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

Other acquisition methods such as DRTV, face-to-face, telemarketing and events also benefit from conversion to direct mail during the first year, although only around 20 percent of organizations employ these techniques, while almost all charities have a direct-mail and online acquisition programs.

So if you have a clear idea of the kind of donors you want to acquire, and how you want to develop them, it makes sense to plot them as donor journeys and use the channels best suited for their stage in the journey.