Channel Integration: From Ordeal to Ideal

Likewise, tracking the campaign results, such as total revenue raised and most successful channels and calls to action, can help nonprofits revise and refine future channel integration strategies and campaigns.

Failing to leverage untraditional channels. Most nonprofits use a variety of traditional direct-response channels, including telephone and direct mail, in their fundraising campaigns. And many organizations are learning quickly to leverage electronic communication outlets, such as Web sites, e-mail and e-newsletters, too. But technology constantly is changing and evolving, and nonprofits need to consider this when developing channel-integration strategies.