Multiple Channels Can Strengthen Each Other

He adds that if you're doing multi-channel campaigns it's critical to integrate your online and offline efforts so that, for example, a donor who gives, say, $10,000 offline isn't solicited for a $100 gift in an e-mail. "But, maybe more importantly, there's this huge opportunity that if you can take what you know about a donor in your offline interactions with them and use that to personalize and customize your online interactions, that's just going to lead to a better response rate and more dollars raised," he adds.