Channel Integration: From Ordeal to Ideal

Many nonprofits mistake these large-scale campaigns as an opportunity to blast their entire database using multiple channels. But just as in smaller, one-channel campaigns, segmentation (including appropriate ask amounts) can be critical to the success of the campaign. Using multiple channels doesn’t mean that each channel should not be targeted to a specific audience. In fact, successful integrated campaigns often consist of several mini-campaigns — each using multiple channels such as Web, phone and direct mail — that target unique database segments using personalized, relevant messaging and appropriate ask amounts based on capacity, propensity and affinity to give.