Channel Integration: From Ordeal to Ideal
Nine ways your strategy can go wrong — and how to avoid them
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Forgetting the power and value of segmentation. Fundraisers have become experts in segmenting their database to communicate differently with 50-year-old Latino males interested in lung cancer research than they do with 20-year-old white females who want to quit smoking. But this best practice often flies out the window when working on an integrated, multi-channel fundraising campaign.
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- Companies:
- Kintera Inc.
Darryl Gordon
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