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.
The campaign as a whole raised $765,655 in gross revenue, with a response rate of 4.87 percent; the online campaign alone raised enough funds in two weeks to provide more than 1.3 million meals to the hungry.
McPherson says that organizations sending “companion” e-mails typically receive a modest response online, but the real results are in the direct mail. The e-mails serve as reminders or alerts to people who have received or will be receiving direct-mail appeals, giving the direct-mail response a boost and offering the option for online giving to those who prefer that channel. Organizations should test the timing of sending companion e-mails and direct mail.
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