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.
E-mail also can appeal more to younger demographics. And online gifts tend, on average, to be larger than those that come through direct mail.
But Bryan Terpstra, vice president of client services at L.W. Robbins Associates, says multi-channel donors are the most valuable, as they have the most longevity. The turnover rate for online donors is much higher than that of direct-mail only or multi-channel donors.
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