Special Report: Multi-channel Fundraising
Seamless Integration: Multi-channel is the sexy buzzword in development these days, but you’ll ruin the allure if your strategies don’t work together to preset consistent, single-minded messaging.
“When an organization graphs its results from a direct-mail-only campaign, they generally see a bell-shaped curve,” says Betsey Harman, principal at Harman Interactive. “When they add an e-mail reminder to the mix, they get a second spike in direct-mail results, so the graph looks more like a camel’s hump.”
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