Special Report: Multi-channel Fundraising

Nonprofit direct-response fundraising programs historically have centered around one channel, usually direct mail. But as other channels become more viable and new ones emerge — can you say W-E-B? — innovative organizations have become aggressive in incorporating them into their fundraising mix.

But it’s more than a simple matter of adding on. As fundraising has evolved, organizations have found that multiple channels must be integrated — and integrated well — to work. The messaging must be the same, or at least purposefully complementary, and the look consistent to create the deepest resonance and best possible response across all channels, thus boosting overall response.