Channel Integration: From Ordeal to Ideal

Not linking campaigns to other channels. Multi-channel campaigns offer nonprofits a unique and valuable opportunity to cross-reference between mediums. For example, a direct-mail piece can be used to direct supporters to a Web address focused around the campaign. Or an e-mail solicitation may offer a phone number for donors to call to learn more or receive a special offer. Linking to other channels enables the donor to take action on your campaign and provides invaluable tracking information so nonprofits can learn which donors took which action on which campaign.